"BBB is aiming for Lonzo's signature sneaker to tap into a new market - above the athletic performance kicks from the likes of Nike, Jordan, Adidas and Under Armour, but below the high-end designer shoes of Gucci, Prada or Louis Vuitton", according to Slam Online.
Even if money wasn't an object, how much, honestly, is reasonable for a pair of basketball shoes?
However, I do understand spending maybe more than you should for something you really want, even if you don't really need it.
In the meantime, to get a sense for just how nuts the price tag is, here are five other ways you could spend a Big Baller budget on player sneakers if you were so inclined.
LaVar Ball has a less-than-satisfactory justification regarding why his son's basketball shoes cost $495.
After making headlines about his son, Lonzo Ball, and where he stood with well known endorsement companies, Lavar Ball has followed through with the Big Baller Brand.
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The Big Baller Brand debut range includes two sneakers - Zo2: Prime, $495, and Zo2: Wet, $995. I'm not sure the big sneaker companies have any moral high ground from which to chide Big Baller Brand for its chutzpah. It costs Nike about $45 to manufacture and ship that shoe.
If you're not an athlete where half a grand is nothing to you, you're probably not buying the ZO2s (nor should you).
On Friday, LaVar unsurprisingly continued to defend the hefty pricetag during an ESPN interview on the Dan Le Batard Show.
Another 22 thousand retweets of free publicity. When you own a brand, you are free to charge whatever you want for your product.
No one took the bait, so now, Lavar is taking his brand solo. "But hey, the taxi industry wasn't ready for Uber either".
While the ZO2 price may be insane, LaVar is making calculated moves that aren't quite as insane as they may seem.