Los Angeles Lakers rookie point guard Lonzo Ball has received a lot of publicity since being drafted for not signing a traditional endorsement deal with a big shoe company like Nike or Adidas.
Instead, he, along with his family, created their own brand that they call Big Baller Brand, which allowed Lonzo to be the first ever rookie to come into the league with their own signature shoe.
Throughout the course of the Las Vegas Summer League, Lonzo again received a lot of publicity for what shoes he was wearing, as he began the league wearing his own ZOs but then switched to different shoes each game in an attempt to create a bit of a bidding war.