A few days after it was reported that Nike, adidas, and Under Armour all shunned the idea of a partnership with independent sports lifestyle apparel company Big Baller Brand (BBB), its owner and basketball patriarch LaVar Ball has launched his son Lonzo's first signature shoe, the ZO2: Prime.
While some are praising LaVar for his bold business decision, everyone else is having a field day with the mediocre aesthetic and exorbitant price tag ($495!) of the high-profile NBA prospect's sneaker.
NBA legend Shaquille O'Neal, who has his own generic shoe line, hit the loud-mouthed BBB founder with a serious dose of entrepreneurial truth.
This Michael Jordan GIF perfectly sums up how the three major brands are feeling about the reveal.
The Lonzo 1's weren't spared from the ridicule of sports personalities who couldn't help but poke fun at its ridiculous aesthetic.
Some netizens pointed out that the product does look eerily familiar, even without closer inspection.
While others, well, they just thought of better things to spend their $500 on.
Adding insult to injury, the autographed version of the ZO2 called "WET" retails at $995. (Good luck selling those.)