While the original LaVar Ball's Big Baller shoes are incredibly expensive, starting at $495 and going up to $695 for the bigger sizes, the brand, which is sponsored by LaVar's three sons Lonzo, LiAngelo and LaMelo, will offer a cheaper version of the premium footwear which will release in 2019.

According to ESPN, the shoes put them in the price point of Air Jordan XXXIII or LeBron 16s. The Air Jordans retail for $175 and the LeBron 16s go for $185, so it's still not exactly cheap either. The Big Ballers will retail for $200, so they're not a whole lot more expensive compared to the competition. This more affordable price point should have been the market they targeted from the get-go.

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Via ESPN

However, they will remain in the higher end market with player exclusive models in the original $495 price point. It should be noted that Lonzo Ball has not been wearing his BBBs during any games yet. Though, on Sept. 24, 2018, during a Lakers media day event, he was seen wearing his brand. During games, he has been favouring Nikes.

Ultimately, the market dictates what a company is going to do Ball Big Ballers had to make the pivot because there is a very small marketplace for such a premium-priced shoe, it's great that they will retain the higher priced Lonzo Ball exclusive versions for those that want them, however, they made the prudent decision of targeting a lower end market, even if it's a very saturated one as it will now drive people who are on more of a budget to the brand. This, in turn, will increase brand recognition which will allow them to be more daring with more expensive models should they choose to do so. Also considering how Lonzo is a rising star in the NBA, this will just bring even more attention to the brand. Could BBBs be the next Air Jordans? Who knows, but they certainly have some stiff competition in the high-end basketball shoe market.

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