A History of Big Baller Brand: $495 Sneakers, Overseas Arrests, and Lawsuits

Image via Getty/Allen Berezovsky

In early 2016, the Big Baller Brand website was launched with a mission statement: "We are proud to announce the soft launch of Big Baller Brand as of June 2016. It is both an honor and a privilege to bring this family-oriented and -created brand to the public. Now you too can celebrate the athleticism and discipline it truly takes to become a 'Ball' player. Join our community of basketball and sports lovers, as well as 'Ball brother' fans by purchasing our one and only Big Baller shirts or apparel. You won't regret it."

In its infancy, the brand only sold apparel including screenprinted T-shirts, sweatshirts, and shorts.

Prior to making its own footwear, Big Baller Brand founder LaVar Ball had wishes of his sons signing to a sneaker brand as a package deal for $1 billion. "A billion dollars, it has to be there," Ball told USA Today. "That’s our number, a billion, straight out of the gate. And you don’t even have to give it to me all up front. Give us $100 mil over 10 years."

Weeks later, Nike exec George Raveling called LaVar the "worst thing to happen to basketball in the last hundred years," kicking off what would become a heated war of words between the two entities. By the end of the month, LaVar was coming for Nike's neck, claiming Big Baller Brand would soon be the brand's competition. 

After LaVar declared that Big Baller Brand would become Nike's competition weeks earlier, the Ball brand's first sneaker offering was unveiled in May 2017 when the $495 ZO2 sneakers were made available for preorder. The shoes were promptly roasted on social media, and even Shaq spoke out against the exorbitantly priced pair. 

In what would prove to be a bit of ironic foreshadowing, Big Baller Brand's foray into sneakers got off to a rocky start when Lonzo and LaMelo were spotted rocking Air Jordans just days after the ZO2 was unveiled. At the time, it was widely shrugged off due to the fact Big Baller Brand's shoes were still in production, but no matter how you slice it, it wasn't a good look after announcing $495 shoes 48 hours beforehand.

If his support of Nipsey Hussle's $100 Crenshaw mixtape in 2013 taught us anything, JAY-Z is down to support a good hustle. In an interview with the Rap Radar Podcast in August of 2017, JAY-Z co-signed the Ball family's grind. "LaVar Ball said 'I'm going to start my own company,'" he said. "Now he may go about things wrong. He may have a big mouth ... but I bought three pairs. I didn't get them, but that man has a vision of his own. Why wouldn't I support him? He feels like he can move culture and his son got a big enough name and big enough brand that they can do it. Nike had to start somewhere. Why do we get so upset when we, us as a culture, want to start our own shit? That shit is puzzling to me."

As the brand continued to grow, the Ball family partnered with Facebook for a reality show called Ball in the Family. The show, which is still airing and in its fifth season, offers a behind-the-scenes look at the family's basketball and business journeys. At times, storylines would delve into the inner workings of the Big Baller Brand, including when things began to unravel with co-founder Alan Foster in 2018. More on that below.

The same day the Ball family's reality show premiered, youngest son LaMelo's first signature sneaker was announced. Dubbed the Big Baller Brand MB1, the shoe was notable for being priced $100 cheaper than the ZO2 at a retail price of $395. The sneaker was quick to draw comparisons to BrandBlack's Rare Metal Thunder model (comparatively priced at $110) and it was later revealed that the Skechers-backed BrandBlack worked with Big Baller Brand on the shoe under the guise of Santa Ana Designs. 

After linking with BrandBlack, Big Baller Brand decided to go back to the drawing board on its original ZO2 sneaker. The exact reason behind this decision would be revealed later, but at the time, the brand offered little explanation. Instead, it simply announced that the OG ZO2 was no more and it was being replaced with the ZO2 Prime. Anyone who preordered the $495 ZO2 would be receiving these instead, although buyers also had the option to request a refund. 

In late 2017, with his stock as a college player rising, UCLA's LiAngelo Ball and two teammates were caught shoplifting from a Louis Vuitton store in China during an international team trip. He later admitted to the theft and was suspended indefinitely from the team, eventually withdrawing from the school the following month and signing with the Lithuanian Basketball League along with his younger brother, LaMelo. 

After dozens of complaints were filed with the Better Business Bureau, CEO Blair Looney spoke out about Big Baller Brand's F rating. "This is very definitely substandard normal business practices for anybody," Looney said. At the time, Big Baller Brand's profile was plagued with 45 negative reviews, a number that has since increased to 246. The Better Business Bureau's rating describes Big Baller Brand's poor business practices as being a pattern. "Customer complaints allege that after placing an order they experience a delay of weeks or even months to receive their order. Some consumers are also alleging receiving the incorrect item(s) or not receiving item(s) at all," reads the description.

Around the same time, reports surfaced that Big Baller Brand was being sued over unpaid fees for screenprinting services. 

While much of the negativity surrounding Big Baller Brand's early product was rooted in its price points, the brand tried to counteract this last year with the introduction of the ZO2.19. Priced at less than half of previous ZO2 models, the $200 sneaker was touted as Lonzo Ball's second official signature shoe and was worn by the then-Lakers sophomore during his injury plagued 2018-19 season.

After a number of teasers throughout 2018, LiAngelo Ball's first signature sneaker finally arrived at the top of the year in the form of the G3 Lux. Priced at $179, it was the most palatable of Big Baller Brand's sneaker offerings to date. 

As has repeatedly been the case for Big Baller Brand, just when things were looking up, problems arise. After rolling out preorders for the ZO2.19 in October, Big Baller Brand provided customers with a disappointing update in February. Pairs would be delayed until May due to production issues, specifically problems with the foam used in the midsole of the shoe. Those affected by the delay were promised either a T-shirt or hoodie for their troubles. 

This is where things really start going downhill. In March, Lonzo Ball reportedly parted ways with business manager and Big Baller Brand co-founder Alan Foster after Foster allegedly embezzled $1.5 million from Ball's personal and business accounts. 

"I've always believed in the best in people. Regretfully, I put my complete trust in Alan Foster to manage my son's business affairs," LaVar said in a statement regarding the situation. "At the end of the day, family comes first, and I support Zo wholeheartedly. Together, we will make this right."

In April, Lonzo and company took things to the courtroom after filing a lawsuit against Foster for the damages, alleging that he stole even more than first expected. “Over $1.5 million dollars has disappeared and [Foster] has wired over $474,000 to himself through Marathon Consulting," Lonzo's financial advisor Humble Lukanga told ESPN. "So close to $2 million dollars has touched Alan’s hands but $1.5 million of it has disappeared in cash and can’t be tracked."

On the same day reports surfaced that Lonzo Ball was parting ways with Big Baller Brand's co-founder, another story emerged over the Los Angeles Lakers having concerns about Ball's sneakers possibly contributing to his injuries. "They asked me about it, and I told 'em, 'I feel comfortable,'" Ball told ESPN. "If I wasn't comfortable, I wouldn't play in 'em. If I didn't play in [his signature BBB shoes], I'd play in Kobe [Bryant's signature Nike shoe]. I work out in [LeBron James' signature Nike shoe], but that's because they're heavier."

After Lonzo's lawsuit against Alan Foster was formally filed in April, Foster came back with a countersuit earlier this month. Rather than go after Lonzo, Foster's suit singles out LaVar, claiming the father used Big Baller Brand money to fund his lavish lifestyle.

"In early 2016, in furtherance of LaVar’s intense desire to share in, or rise above, the glory and spotlight of his sons, LaVar approached Alan and asked for his business guidance on how to monopolize and gain fortune and fame from the names and likenesses of his three sons," reads Foster's lawsuit. "In response, Alan suggested that the two men brand the 'Ball' family name in order to create basketball and entertainment-related businesses. LaVar loved Alan’s idea and wanted to make sure that he was the biggest star in the family, notwithstanding the fact that he was broke, had no savings, poor credit, and zero business acumen."

This morning, what are said to be premature reports of Big Baller Brand's demise surfaced after the brand's website was updated with a graphic pointing visitors to Alan Foster's personal page. Sports business reporter Darren Rovell was quick to take to Twitter and proclaim the brand "officially dead," but an official statement insists that's not the case.

"The Big Baller Brand is alive and well. The brand has been restructuring and we are working to reveal the new website in the next few weeks. It will have a new look and new name – www.BigBallerBrandInc.com," reads the statement. "LaVar Ball has put a great team of seasoned industry professionals in place to move the brand forward with exciting new products along with signature shoes and sportswear. Unfortunately, Alan Foster continues to try and leverage the Ball Family name for his own gain. Alan Foster is a convicted felon who served seven years in jail for defrauding people out of their money. He is a thief and con man and cannot be believed or trusted. We are monitoring the issue and will continue to do so."