LaVar Ball: A Master Storyteller in the World of eCommerce

Last Updated on August 31, 2023 by David

*Big Baller Brand. Image credit via Google Images.*

With the NBA draft fast approaching on June 22, 2017 it seems that the media simply can’t get enough of LaVar Ball. Known for his flamboyant and bombastic personality, the former American football player and father of NBA up-comer Lonzo Ball, is defiantly unafraid to show his personality in the media. What many also know is that LaVar Ball is a fledging businessman in the world of eCommerce and is the founder of Big Baller Brand (BBB), a brand centered around controversy, attention, and a sly take on marketing and branding.

What’s a bit more interesting about LaVar Ball however is how intentional he is about the things he says and does and how all of it has been driving attention to his brand in the past few months. All of this attention will undoubtedly continue up until the draft and beyond. What becomes of his son, Lonzo Ball, and their relationship with the Lakers (or Michael Jordan) is still yet to be determined but that’s really beside the point. Isn’t it?

But let’s back track a bit to Big Baller Brand for a quick second. Launched in 2016, Big Baller Brand, like many eCommerce businesses in the industry of fashion, sells mostly sports apparel, shoes, and accessories. But unlike many brands, Big Baller Brand has a distinct story that sets it apart. It’s a story of rejection and vengeance in the sincerest of forms. LaVar et al created a brand to prove people wrong, to generate hype, and to define a dynasty before it ever becomes one. Whether or not this dynasty will actually come to fruition will take a lot more than talk but that hasn’t held the brand back from being the center of attention in the world of basketball and sports.

The most alarming of products to come out of the BBB brand is a family of shoes known as the ZO2. With a name as cool as the Corvette ZO6, the ZO2 is also quite a spectacle. The ZO2: Prime by Lonzo Ball retails for $495. The ZO2: Wet — Autographs? Those retail for $995. That’s right. A pair of basketball shoes that cost almost 2x to 5x as much than most bball kicks. But if you think you can afford a pair because you are indeed, a Big Baller, think again:

We’re not in the footwear industry ourselves here at Reamaze but here’s snapshot of what that industry looks like:

$75 Billion in Yearly US Retail Sales. 210,000 Workers in Shoes Stores Nationwide. 2% Growth YTD in Shoe Stores, 10+% Growth YTD Online — FDRA Data 2017

But statistics are just numbers. And if LaVar Ball actually cared about those numbers he’d understand perfectly that a $495 (or $995) pair of shoes simply won’t cut it. Even with those prices, LaVar Ball claims that BBB has already sold over 400 pairs and existing stock is in short supply. In many ways, experts aren’t surprised at this outcome. Sports endorsement is big money, especially for upcoming NBA players, let alone top draft picks like Lonzo Ball. And rejections from major sports equipment distributors like Nike for players like Lonzo is almost unheard of. But the unique post engineering around the circumstances of such events is exactly what makes BBB and the Ball family so interesting to so many basketball fans.

The public backlash to Ball’s proposed plan and historic rejection was to be expected. However, what gets lost in the rush to write off his plan as another stunt is how it actually could work. — SBNation

Ball’s choice

One thing the Ball family understands clearly is that the eCommerce (merchandising) part of the business is simply a vehicle for making money (potentially lots of it), but not necessarily the actual product. In Big Baller Brand’s case, the “product” is the hype around the talent of his boys and his ability to market himself as a force to be reckoned with. In a way, it’s a very familiar business strategy employed by celebrities and musicians. They and the hype around them are the product, but money comes from merchandising vehicles such as sales of clothing, albums, and concerts tickets.

Storytelling isn’t a new concept in marketing or brand building. Many attempt to do it but few succeed because only the best brand storytellers understand the critical elements: writing (stories, characters, and personalities), positioning (supporters, haters, environment), and presentation (progression and suspense). A good writer of stories understand drama, conflict, and points of controversy and are able to interweave all aspects into a coherent piece of art. Few formally trained marketers are able to do so. In LaVar Ball’s case his personality defines drama and conflict. Coupled with a solid foundation in the sports and sports media, LaVar Ball is able to singlehandedly deliver a story that not only resonates but divide audiences into supports and “haters”.

LaVar Ball’s plan for Big Baller Brand is a direct result of his acute understanding of positioning. While most rookie drafts sign an upside down endorsement deal with a major sports company like Nike in exchange for wearing iconic equipment, LaVar Ball’s plan (and story) for his boys has already extended far beyond their rookie years. Standard endorsement deals simply won’t cut it for the Ball family. BBB upsets the status quo by circumnavigating big industry and creating a brand deeply rooted in talent, hard work, ideology, and entrepreneurship.

eCommerce businesses would be wise to think about its “product” as more than just merchandise on virtual shelfs. That’s just the endpoint where money is collected. The actual product needs to design an entire experience where stories are told, where beliefs are grounded and creeds are justified, and ultimately where legends are made.

Understanding Ball’s conflict (and lack thereof)

How does that saying go? There’s no such thing as bad press? Maybe. This is a fallacy in the eCommerce/marketing world based on the lack of understanding of positioning. There is such a thing known as bad publicity. Bad publicity is only good when a brand is able also able to gain support from their corner and audience.

BBB’s message and product convey a unique and specific value to a very targeted audience. LaVar Ball’s success would not materialize if there wasn’t a section of the population that’s actually rooting for him to win, and win hard. The story he’s been telling and the conflicts he’s been able to raise is real. Shoes that sell for $995 retail and over $2000 in auctions are also real. As a business and brand, the Ball family is smart to capitalize on this divide because there’s always two side to a great story. He’s not attempting to sell something cheap to everyone nor is he cheating the masses with a brand with no basis. His plan is to sell a niche, high ticket item to a specific set of followers and believers, which he’s hoping to grow as the basketball talent from his kids fulfills the story that he’s written:

The status quo works in major corporations’ favors when the masses insist that an incoming top draft pick with a valuable personal brand in tow should fall in line and know to never ask for too much. But if Ball secures his co-branding partnership and Lonzo delivers on the court, the message will be sent very clearly to future athletes: They may not have to settle for less. — SBNation

Not a one trick pony

LaVar Ball’s plan for Big Baller Brand is dynastic because Lonzo Ball isn’t the only talent in the family. Every good story (and brand) needs its heroes and people who root for them. Behind Lonzo Ball are two younger brothers, LiAngelo and LaMelo Ball, both with incredible and crowd-pleasing talent.

LaMelo Ball makes his way onto the list because of his uncanny offensive skill and deep shooting ability. The youngest of the Ball brothers, he is quickly developing his own name in the game. Ball plays downhill and shoots from beyond NBA range. His upside is impressive. — ESPN

For a brand like BBB, LiAngelo and LaMelo Ball are “product” extensions potentially each with their own stories and personalities. In eCommerce terms, their presence gives BBB natural consumer penetration in the years to come. Penetration is most commonly defined as the % of households in any given market buying into a particular brand in a given year. Brands like Sony, Apple, and Nike all take penetration as serious business not only because it helps keep a product relevant for as long as possible in a competitive space but also keeps the brand top of mind for consumers. LaVar, Lonzo, LiAngelo, and LaMelo all help anchor their target audiences’ mind on a specific brand that delivers on a specific set of promises through a variety of touchpoints.

Successful eCommerce ventures are usually very adept at identify potential assets that are critical to their survival in their respective vertical. A clearly defined story, smart positioning, and a rolling line up of core products will help define a consistent future in terms of audience resonance and business metrics.

Whether or not you agree with LaVar Ball’s philosophy isn’t really the point. We’re die hard Lakers and Warriors fans ourselves but we’re just as excited to see the emergence of upstart eCommerce in the world of high stakes sports. Now if you’ll excuse me, I’m going to enjoy a little bit more drama.

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