The top three shoe and apparel companies are passing on an endorsement deal with former UCLA point guard and future NBA lottery pick Lonzo Ball.
Ball's father, LaVar, confirmed that Nike, Under Armour and Adidas each informed him that they were not interested in completing a deal with his son.
LaVar Ball, who has been outspoken about his son's future and endorsement opportunities, previously said he wanted a package shoe deal for his sons that would be worth $1 billion that would be in conjunction with his Big Baller Brand, a company that sells hats and T-shirts ranging from $38 to $100 on its website.
Lonzo Ball declared for the draft after one season at UCLA following the Bruins' loss to Kentucky in the NCAA Tournament's Sweet 16 last month. His brothers also have committed to UCLA, including LiAngelo, who arrives on campus this year, and LaMelo, who just finished his sophomore season in high school.
"We've said from the beginning, we aren't looking for an endorsement deal," LaVar Ball told ESPN. "We're looking for co-branding, a true partner. But they're not ready for that because they're not used to that model. But hey, the taxi industry wasn't ready for Uber, either.
"Just imagine how rich Tiger (Woods), Kobe (Bryant), Serena (Williams), (Michael) Jordan and LeBron (James) would have been if they dared to do their own thing. No one owned their own brand before they turned pro. We do and I have three sons so it's that much more valuable."
Lonzo Ball averaged 14.6 points, 6.0 rebounds and an NCAA-best 7.6 assists per game, earning first-team All-American honors.
LaVar Ball said he has a shoe prototype for his son's first shoe.
"We're not going to sign with a company and then wait around for five or six years for a shoe like Paul George had to wait for with Nike," Ball told ESPN. "I've been working on that shoe ever since my boys were born."