When LaVar Ball - father of top NBA prospect Lonzo Ball and founder of Big Baller Brand - debuted his first sneaker, the ZO2, it was met with a lot of ridicule on social media.
The biggest issue people had with BBB's debut shoe was the hefty price tag - ZO2's will retail for a cool $495.
Though it's likely just a marketing stunt (say what you want about him, but LaVar is one of the best marketers alive today), the initial price has drawn its fair share of criticism over the past 24 hours.
Perhaps the biggest critic of Ball's sneakers was NBA legend Shaquille O'Neal, who tweeted his disdain for the price tag that limits the number of children who will have access to the shoes:
"Hey @Lavarbigballer read big baller brands don't over charge kids for shoes," Shaq's tweet at LaVar Ball reads.
If there ever was a "big baller," Shaq, at 7'1" and 325 pounds during his playing days, certainly fits the bill. He has more credibility in NBA circles than Ball currently has or likely ever will have.
So, when he called out the Big Baller Brand, it carried extra weight (both figuratively and literally). But Shaq wasn't just talking - he backs up what he's saying.
Shaq's line of kids' shoes retail for around $40 at the most, making them affordable to families of all income levels.
Ridiculous marketing stunt or not, Ball had better hope his sneakers don't completely flop, as his antics have already cost his son a shot at endorsement deals with Under Armour, Nike and adidas.
Many within the shoe industry believe that the fact that Lonzo now has his own signature shoe with his father's brand makes him untouchable for other companies even if he decides to step away from BBB in the future.
Though NBA players (especially stars) make a lot of money through their contracts with the league, elite players like Shaq, Michael Jordan, LeBron James, Kobe Bryant and a host of others make their real money from sneaker deals.
As Lonzo prepares for June's NBA Draft, a lot of the pressure of making his father's brand successful quite literally falls at his feet.
A projected top-three pick, Ball will need to have an immediate impact for whatever team drafts him, or else fans will lose interest in a signature sneaker of a middling NBA player.
Whether Lonzo lives up to the pressure or not remains to be seen, but it's safe to say nothing will stop his father from continuing to dominate headlines in the coming months.