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The hoopla is his way into break into the market IMO. Nike, Adidas, and Under Armour has made the barriers very high to enter but the idea is literally crazy enough to work. It's free marketing. Lavar and Lonzo are attempting to show the power of the athlete's brand. If Lonzo can ball out and have this company succeed it could be a blueprint for future stars to go with the same co-branding route instead of endorsement deal.Don't necessarily agree with that. He doesn't have anything if there isn't all this hoopla. That's the only reason BBB is even talked about.