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It’s here, folks. Lonzo Ball and Big Baller Brand unveil his signature shoe, the ZO2 basketball shoe. The shoe is a low-cut basketball sneaker in black and gold “PRIME” colorway that features patent leather heel logos, python skin detailing on the uppers, a foam midsole that is a rip-off of Boost, and gel outsoles. The “PRIME” shoes retail for $495 (sizes 14 and 15 are $695), and currently a $995 version with Lonzo’s autograph and a special box with LED lights is available for pre-order on the Big Baller Brand website, with shipping date not set until November 24th, 2017. There are also Big Baller Brand ZO2 slides that cost $220.

Last week it was revealed that Nike, adidas, and Under Armour all passed on a business pitch made by LaVar Ball, who insisted on one of the brands license Big Baller Brand products. LaVar said he would approach Chinese sportswear brands for a similar licensing deal, but no updates have surfaced on that end.

With today’s unveiling of Lonzo Ball’s signature shoe, it appears that Big Baller Brand will continue to operate independently, which gives LaVar and his family all control over product and revenue. However, the price-points for the Big Baller Brand footwear is insanely ambitious, especially in today’s footwear market that is heavily skewed toward casual wear.

Aesthetically, the Lonzo Ball ZO2 is not unlike other low-priced basketball shoes out there; the low-cut construction is common in basketball shoes, while particular details of the shoes resemble Kobe Bryant’s signature line. The texture on the midsole is similar to what Skechers uses in their knock-off Boost footwear.

There is no questioning the fact that the Ball brothers have a fanbase, but the price point and the typical age range of Lonzo’s fans simply don’t match up. It’s difficult to scale the business when the price doesn’t justify the product, but it’s clear that LaVar Ball’s efforts, regardless of their integrity, is working.