Chino Hills Family Begins Clothing Line

Photo by: Marissa Mitchell

By Marissa Mitchell

Chino Hills – This year, a whole new era of sports media and paraphernalia is emerging in the form of Big Baller Brand clothing and apparel line.

LaVar Ball, father of  basketball prodigies Lonzo Ball (now at UCLA), LiAngelo, and LaMelo Ball (both at Chino Hills High), has turned the sports branding world upside down through the creation of this “triple-B” brand. LaVar currently runs the business as a “family business”…but it won’t stay that way for long.

Most known for his bold statements in the media (such as his statement that his son could outplay Steph Curry, or that he himself could beat Michael Jordan one-on-one), LaVar is more “infamous” than famous at this point in time. Nonetheless, the superb athleticism of his sons is undisputed, especially with his son Lonzo leading the UCLA team, so far victoriously, through the NCAA championship.

Unlike LeBron James, who signed a $90 million dollar deal before the 2003 NBA draft, Lonzo Ball will own a portion of his own brand. “[James doesn’t] have a brand—that’s a brand that Nike created,” LaVar stated. “Try to go somewhere with that King sign and take it from Nike. You can’t do that. These triple B’s? They’re mine.”

And this is true. Not only that, but Big Baller Brand has broken new ground, perhaps unwittingly, for student-athletes. Because UCLA conceded to LaVar, noting that while he used UCLA colors, it was a “family” operation, the NCAA has broken its strong hold on college athletes. The brand has begun in the same place LaVar trained his three fantastically talented sons: in his home. But sales have been increasing so rapidly, it’s been difficult to keep up with demand.

Such success does seem to pose a visible threat to big-name labels. In a recent interview, LaVar averred, “[Some labels are like] Blockbusters, and the Big Baller Brand is Netflix. And you know what happened to Blockbuster? If you don’t change, guess what’s going to happen. There’s a red box everywhere.”

There is no doubt we are seeing more “BBB” items out and about. Perhaps “big name labels” really do have something to worry about.