Lonzo Ball unveiled his ZO2: Prime sneakers on Thursday, and while it features a snakeskin Matte black design and a smooth gold finish, the shoe comes in at a $495 pre-order price tag. Sizes 14 and 15 come in at $695, and the ZO2: Wet rings up at $995, with a $1,195 price tag for bigger sizes.
Why are Lonzo Ball’s sneakers so expensive?
A variety of factors are in play with the ZO2: Prime’s $495 price point.
Why? Why would a shoe for a player who has yet to be drafted come in at such a high price point?
For reference, LeBron James, a four-time NBA Most Valuable Player and three-time NBA champion, has sneakers currently retailing for $175. Two-time MVP Stephen Curry’s shoes sell in stores for $99.99, and James Harden’s adidas shoes come in at $140. Even Kevin Durant’s KD9s retail between $120-150 depending on the colorway, and Paul George’s inaugural PG1 sneaker debuted at $109.99.
The hype around Ball is undeniable. The talented sharpshooter had a standout freshman season at UCLA, leading the Bruins to a Sweet 16 appearance in the NCAA tournament. He will undoubtedly be drafted in the top three of the 2017 NBA draft.
But there has to be a reason for the inflated price tag, right?
Maybe Big Baller Brand doesn’t have a distribution model just yet. The ZO2: Prime shoes likely haven’t been manufactured in mass amounts. After all, the sneakers have a shipping date of Nov. 24, nearly a month after the NBA regular season traditionally begins.
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“This isn’t the end of Big Baller Brand, or more importantly, LaVar and his sons’ influence in the sports apparel space. It’s only the beginning.”
The materials don’t sound inexpensive either. The ZO2s are embedded with an Ortholight insole, a full bed of shock-absorbent material, microfiber python texture, and a “Delorean finish.”
Another reason: Big Baller Brand could be targeting a specific clientele. A $495 sneaker is by no means cheap, and LaVar Ball knows that. In their release, reported by SLAM Magazine, BBB seems to have targeted its own niche market:
“BBB is aiming for Lonzo’s signature sneaker to tap into a new market—above the athletic performance kicks from the likes of Nike, Jordan, adidas and Under Armour, but below the high-end designer shoes of Gucci, Prada or Louis Vuitton.
The overly-high price point also could be a marketing ploy. For better or worse, everyone is talking about the ZO2: Prime sneakers and will likely continue to talk about them through the week. The price point fell in line with LaVar Ball’s brash persona, hitting customers in the pockets whether they like it or not.
Twitter was very lukewarm when alerted to how much Lonzo’s signature shoe would run. Many felt the shoe was overpriced, explaining they could buy four pairs of Kyrie Irving’s signature shoes for the same price of one pair of Lonzo Ball’s.
Only time will tell if the sneakers indeed sell out. But one thing’s for sure: People are talking about it, and if anything, that’s what LaVar Ball wanted.
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