I'm kind of interested to see how it plays out. I always approve of people being entrepreneurial and building something for themselves rather than being beholden to someone else. If Lonzo Ball was adequately educated on this whole thing and if he really does wholeheartedly endorse the idea, then whether or not his father is an asshole, it could be a great opportunity for him.
The thing is, Lonzo Ball is really betting on himself becoming a huge star on the level of a LeBron, Durant, Curry, etc. That's the only way this Big Baller Brand has any chance of making anywhere near the kind of money he would have made with someone like Nike. And even then he still probably wouldn't. Is ownership more important to him than the money he is probably losing by going through with this? Maybe. I don't know the kid.
The other part of the issue, though, is the father. Is he making sure that Lonzo knows he is most likely leaving millions on the table? I very much doubt it. While I don't necessarily hate the idea of this brand, just from hearing Lavar Ball talk, it really seems like he is just trying to cash in on his kids. Telling Nike to "give me a billion dollars" and "pay me $100 million a year for 10 years". It doesn't sound like a family operation in his mind. He doesn't sound like a father.
He sounds like an idiot when he runs his mouth, but I don't really care about that. That's probably his plan to get anyone to pay attention to his brand. Amateurish, but it's free publicity.
The fact is that he is likely costing his kids, or at least Lonzo, a lot of money, and I question whether they are fully aware of that, simply because it seems like Dad in it for himself. Maybe I'm wrong, but I doubt it.