Legendary basketball shoe executive says LaVar Ball's marketing plan might pay off, but it's a huge gamble

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May 15, 2017 9:25 PM

Former Nike, Adidas, and Reebok executive Sonny Vaccaro believes in the right situation, LaVar Ball's brand for his kids might blossom.

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LaVar most recently made waves by revealing Lonzo's first shoe, the ZO2, costs $495, well above the normal cost for a basketball shoe.

The news come after Nike, Adidas, and Under Armour all turned down endorsing Lonzo after LaVar insisted that the companies license Big Baller, as opposed to signing a regular endorsement deal.

The sports world is mixed on its feelings for LaVar — while some find his outlandish ways obnoxious, others see his unique approach to brand-building as a potentially worthwhile risk. Legendary basketball shoe executive Sonny Vaccaro, who worked with Nike, Adidas, and Reebok, is in this camp. Vaccaro told ESPN's Ramona Shelburne in a profile of the Ball family that he thinks LaVar's plan might pay off — but it will require perfect circumstances.

"I enjoyed the father's brashness. It took a lot of guts to do what he did. And it is hugely possible that in the right situation, this could be one of the greatest stories of all time. I just wish he'd stopped and thought about it a little longer. Because at $495, you took away the public rooting for you. You allow the public to think other things of who you really are."

Vacarro added, "

Vacarro is certainly not the only person to feel this way. Following the release of the ZO2, Draymond Green shared a similar sentiment, saying he likes the idea, but thinks LaVar is going about it the wrong way.

"I like the concept. However, I think they're going about the whole thing wrong. But $500 for a basketball shoe? Who are we kidding? ... This kid has never scored a layup in the NBA. He thinks he's gonna sell his shoes for $500? That's just absurd ...

One perfect scenario for Lonzo, according to Vaccaro? Landing with his hometown Lakers. The Lakers have a 47% chance at landing a top-three pick and are rumored to be interested in drafting Lonzo, who is expected to be a top-three pick. Lonzo could stay near his family and hometown, play for a big market, and potentially be an answer at point guard for the talent-starved Lakers. It could help Big Baller Brand flourish.

Even the Balls are rooting for this option. LaVar told Shelburne, "

For the Ball family's brand to take off, a lot is going to be riding on Lonzo's rookie year in the NBA.

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