LaVar Ball decided to take matters into his own hands since the big name shoe companies were not willing to partner with his son.  The Big Baller Brand just dropped Lonzo Ball’s ZO2 shoe that the father, son duo designed.

“We said from the beginning, we aren’t looking for an endorsement deal,” Ball said last week. “We’re looking for co-branding, a true partner. But they’re not ready for that because they’re not used to that model. But hey, the taxi industry wasn’t ready for Uber either.”

In all honesty they have been catching a lot of slack but why are athletes that work their asses off all their lives just for a shot in the “Big Leagues” allowing companies to use their likeness to sell shoes?

“At the end of the day, it’s up to us, the athletes. We push the culture forward, don’t let the culture push us,” Lonzo said in his promo video for ZO2. This is a huge statement. This is a bit drastic but the contracts these athletes get to play basketball, baseball, and football, even to have their own shoes are comparable to slavery. The slave master is getting paid off of their blood, sweat, and tears, end of story. And those million dollar checks they’re cutting are pennies in comparison to what they’re making off of the athlete’s likeness.

“A moment that allows us to be entrepreneurs not just endorsers,” Lonzo said.

[youtube https://www.youtube.com/watch?v=obdtgWeWUBE]

Lonzo has also just set the record for shoe pricing. Jordan’s were the highest priced shoes selling for $400 a pair. His cheapest shoe $495 but can be as expensive as $995. But don’t start complaining because no one is complaining about price when they’re giving Michael Kors all their money.

“This one is for the culture!”