Lonzo Ball’s signature shoe has dropped and you won’t believe the price tag

Lonzo Ball will become the first player with his own independently-produced signature shoe to enter the NBA Draft. At its current price point, demand for the shoe may not be as heavy as the demand for Ball’s services on the court.

The ZO2 has been released for sale to the public, designed and manufactured by Big Baller Brand. While the design isn’t that remarkable, the price tag of $495 is.

The shoe’s release — along with its price tag — are both fulfillments of commitments made by LaVar Ball, Lonzo’s father and CEO of Big Baller Brand, according to Slam.

After shoe manufacturers like Nike declined to acquiesce to LaVar’s demands that they co-brand merchandise bearing Lonzo’s image and/or name with Big Baller, LaVar stated that he would independently produce the shoe. He also committed to releasing it at a unique price point, above the likes of other NBA athlete signature shoes but below high-end designer prices.

Slam also says that a special limited edition is available as well. The WET autographs edition comes in a key-locked glass box with a mirror in the floor, illuminated by LED bulbs and of course, is signed by Lonzo. The retail figure on that is $995. Finally, there is a slider version available for $220.

It’s a high price to pay for a piece of the brand built around a player who has never dribbled on-court during an NBA game. Perhaps that’s part of the timing for the release, however. If Lonzo doesn’t turn out to be the game-changing athlete that LaVar sells him as, the time to cash in on Lonzo is now.

Part of the high cost of the shoe is what LaVar was probably trying to defray by negotiating with Adidas, Under Armour and others. Those companies have the staff and infrastructure to manufacture shoes at a much lower price already in place, infrastructure that Big Baller Brands is still building.

Next: Which NBA players can help you survive the zombie apocalypse?

If the Big Baller Brands property does take off, it will be interesting to see if the apparel companies who originally declined will make new offers. Much of that will begin to be decided by the sales of the ZO2, and much of that will be based on Lonzo’s play on the court. No pressure, kid.