LaVar Ball's Big Baller Brand received an 'F' rating from the Better Business Bureau. Ball has since denied the company's downfalls

The Better Business Bureau just crossed the line with LaVar Ball.

The Ball family patriarch has received plenty of criticism in the last year, and taken it all in stride. Social media, traditional media, NBA coaches, Donald Trump... he's seen 'em all.

But those folks typically criticize Ball's knowledge of basketball or his skills as a parent.

But the BBB hit Ball where it hurts most. His brand.

The businessman sells sneakers that start at $495 and released a limited edition line that went for $1,500 last year.

The business watchdog has given the Big Baller Brand an 'F', the worst grade possible.

In a posting on its website, the bureau gave three primary reasons for the grade:

** 32 complaints filed against business

** Failure to respond to 12 complaints filed against business

** 5 complaints filed against business that were not resolved

Not surprisingly, Ball quickly fought back. And he did so as only LaVar Ball can.

In a text message to ESPN, the father of Lakers rookie Lonzo Ball quipped:

'Better Business Bureau is as outdated as the Yellow Pages. Who cares about them? Tell them that Yelp! has replaced the Better Business Bureau,' Ball wrote.

At least 32 complaints were filed against business, while 12 were not responded to, and five were not resolved

Several customers expressed their concerns about orders online. Some say their items were months late and others say they never received

'We honestly thought the Better Business Bureau was out of business. The new BBB stands for the Big Baller Brand.'

In a more detailed outline of complaints against Big Baller Brand, the bureau states in part:

'Specifically, customer complaints allege that after placing an order they experience a delay of weeks or even months to receive their order. Some consumers are also alleging receiving the incorrect item(s) or not receiving item(s) at all.

'Consumers are also alleging poor customer service as company does not provide a phone number where consumers can contact them and when emailing the company consumers receive a generic email in response or no response at all.'

'Consumers are also alleging poor customer service,' the bureau states in part of the complaints

LaVar Ball (2R, in red), father of LiAngelo Ball and the owner of the Big Baller brand, and his youngest son LaMelo Ball (L) pose for a photo with a fan during a promotional event in Shanghai on November 10, 2017

Some of the complaints stated online read: 'Ordered a sweatshirt on NOVEMBER 11th and still haven't received it as of Jan. 2!!!'

Another said: 'I purchased 2 items and was told there would be a 1-2 week delay. I have been waiting 6 weeks now, and when I asked why it was taking so long, I was called a 'small baller'. At this point I believe they have decided to steal my money.'

While one more adds: 'I ordered them in November because the site said 'shipping by december 23'. I look on the site on December 24, it now says 'shipping by february 23'.

Ball blamed the holidays for any delays -- and his competitors for the rest of it.

'Holidays always slows shipping,' Ball told ESPN. 'But we stay on top of customer service. It's probably Nike and Adidas complaining about not getting their Big Baller Brand merchandise.'

Ball is in Lithuania as his other sons, LiAngelo and LaMelo, begin their professional careers.

LaVar also riled up some NBA coaches on Sunday with comments he made to ESPN's Jeff Goodman claiming the Lakers have quit on coach Luke Walton.