Lonzo Ball’s bold bet on himself—by spurning shoe deals from Nike, Adidas and Under Armour to stick with the Big Baller Brand—appears to be paying off handsomely for the Los Angeles Lakers rookie.

In the latest episode of “DeeClassified,” Dee Murthy, who co-founded FiveFour Club and Young & Reckless, sat down with Chris Ngo and Lee Ramirez, the co-owners of the Leverage Showroom agency, who partnered with Zo and LaVar Ball to handle marketing and fulfillment for the Triple Bs’ ZO2 Collection.

During their chat, the participants touched on the terms that the Crown Prince of Chino Hills turned down in order to support his family business. Ngo pegged the potential value of Lonzo’s offers from the established apparel companies at $2-4 million per year. That falls right in line with previous estimates from ESPN’s Nick DePaula, who suggested that Ball left as much as $15 million over five years on the table to be the face of the Big Baller Brand.

According to Ngo, who wants to help make the Big Baller Brand “the new And1”, Lonzo has “made more than that already with Big Baller Brand.”

That may seem hard to believe at first blush. Zo was estimated to make about $445,000 off his endorsement deal in Year 1 if the Triple Bs sold 10,000 pairs of his $495 ZO2 Prime Remix signature shoe, according to FormSwift.com.

But this figure didn’t take into account the income Ball and his family, including the line of shirts, hoodies, shorts, jerseys, jackets, track pants and hats that comprise the ZO2 Collection.

“At the end of the day, he was smarter because not only did he generate that money,” Ngo continued, “he’s also generating all the other business that he’s getting from everything else he wants to do. No restrictions.”

Without having to bow down to the Swoosh or the Three Stripes, Ball is free to monetize his name and likeness with clothing and accessories as he pleases. So far, that approach seems to be working out well for the 20-year-old.

And that’s before the Big Baller Brand jumps into wholesaling its items and brings down the production costs on its kicks. Once those aspects of the business get up and running, the Ball family will truly have it made in the shade, especially if Lonzo continues to shine in Purple and Gold.