But it seems people are having a similar agape reaction at BBB to the reaction folks had when LeBron had when he decided to go with Maverick Carter. That was unprecedented, like BBB, and many people said that LeBron's decision was foolish.

I'm obviously not in the demo for the shoe, but say LaMelo only makes 10M dollars this year with the shoe line. It's obviously not scratching Nike dollars, but 10M is a lot more than he would have gotten with any of the major companies.

Like I said, I don't like Levar but if he succeeds, he's be a visionary and would deserve the credit for being ahead of the curve of basketball marketing.