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University of California Los Angeles

Lonzo Ball’s dad: Lonzo will be drafted with his own brand

Andrew Joseph

LaVar Ball, the father of UCLA star Lonzo Ball, once again grabbed attention when a Tucson radio station reported that LaVar said Lonzo would only play for the Lakers. LaVar backtracked on those comments, but he hasn't stopped talking about his ultra-talented son, who he twice claimed is currently better than 2-time MVP Steph Curry.

On Monday, LaVar called into ESPN LA's Morning Show with Keyshawn, Jorge and LZ to talk about Lonzo and the process leading up to the summer's NBA draft. LaVar disputed the notion that Lonzo even needs an agent and said that the family has already worked to build a marketing and distribution power around Lonzo, comparing it to Jordan Brand with Nike.

He said that Lonzo will be the first player in the draft with his own brand:

"They're kicking in the door, but they're shocked at what I'm telling them. I said, 'I'm not looking for no endorsement deal. I'm looking for a marketing and distribution deal.' Branding. The only person doing that is (Michael) Jordan with Nike. That's what we're for. If Lonzo doesn't sign with Adidas, Nike or Under Armour, guess what - I'll sign the Big Baller Brand.

"We already got our own brand. Triple B's. Lonzo is going to be the first one drafted with his own brand. That don't happen."

The Big Baller Brand is already an active apparel company, and LaVar often sports a "Triple B" logo when watching his sons - Lonzo, LiAngelo and LaMelo - play basketball. While openly discussing this marketing plan for Lonzo, LaVar emphasized on the show that he was not looking to become an agent.

He also shot down concerns that his outspoken nature about his son would scare away teams.

He said:

"Here's the thing right here. I know what my son's about. He knows what I'm about. Now, all these people saying, 'Oh, LaVar needs to shut up and let his son just play.' No. You shut up and let my son just play. I'm going to say whatever I want to say, and I've been like this all my life. Everybody expects this right now, Keyshawn, for me to back up. They can go and do what they do. I'm not backing up. I've been in my son's life all this time. He would be thinking differently if I didn't say anything."

You can listen to the full interview here.

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