COLIN: "A lot of people are laughing at LaVar Ball, the father of Lonzo Ball and his other two boys, because yesterday, he said if indeed you were going to sign his boys [to a sponsorship deal], he wanted a billion dollars. And that's what LeBron James' lifetime contract at Nike is. It's a billion dollars. And everybody is laughing at LaVar Ball, and let me just tell you this.
"He said, 'A billion dollars, that's our number. A billion out of the gate, and [you] don't even have to give it to me all up front, just $100 million a year.'
Colin: Big Baller Brand fits right in with Nike and the rest
COLIN: "Everybody's laughing at him. But he created a brand called the 'Big Baller Brand.' And the motto of that company is, 'Built for this.'
"So I'm going to give you the mottos of all the other four big brands in that space. Under Armour is, 'Protect this house.' Nike is, 'Just do it.' Adidas is, 'Impossible is nothing.' And Big Baller Brand is, 'Built for this.'
"Fits right in."
Mark J. RebilasMark J. Rebilas-USA TODAY Sports
Colin: Lonzo Ball is the Amazon.com of basketball
COLIN: "Now you're saying, 'So what, Colin? He doesn't have the financial capital.' Let me ask you this: If Lonzo Ball goes to the Lakers and is special, and has their new president, Magic Johnson, actively helping and promoting him, who's going to be laughing at that figure then?
"If Lonzo Ball turns around the Lakers and is as good as I think he is — and I think he's got a Ben Simmons quality. He is just different. 6'5" point guard, can shoot, can ball handle. Who's laughing then? Don't let people laugh at your dreams.
"In 1994, a small company in a geographically isolated area started selling books online. And people laughed at it and said, 'We have book stores, and we like book stores. And there's book stores everywhere. Why buy books online? It's fun to go buy books at a bookstore and get a coffee. And it makes you feel smart. And it's cheaper than buying them online. And I can go get it in 15 minutes and not have to wait two days. And there's not a lot of money in books anyway. Isn't the money gonna get eaten up by having to send it cross-country? I want to go to Barnes & Noble. Why pay more and wait longer?'
"Well that company is Amazon. They just surpassed Walmart as the No. 1 retailer in the world, and they just won an Academy Award."
Colin: Lonzo Ball will resurrect the Lakers and be worth the money
COLIN: "We can all laugh at LaVar Ball.
"But if his son is as good as I think he is, and as special as I think he is, and he goes to the Lakers — and it ain't a long shot, because they'll take him — and he resurrects, next to the Yankees and the Dallas Cowboys, the biggest brand in American sports, and Lonzo plays with the same type of joy I see in college, where he elevates others and others want to play for him, and Magic Johnson is actively promoting him, and the Lakers would get on TV 40 nights a year, because you know ESPN, with dying NBA ratings, would put him on every single night?
"Who's laughing now? He's worth $100 million a year, and over 10 years, that's a billion dollars. That's what the Lakers brand is worth. That's what it's worth to TNT and ESPN if Lonzo Ball is that great, and I think he has a chance to be.
"So don't let people squish your dreams. Don't let people laugh at you."
Casey SapioCasey Sapio-USA TODAY Sports
Colin: There's one LaVar Ball dream that's nonsense
COLIN: "Now there is one exception to this. It is a tiny exception, and I don't like exceptions, but I will provide one exception.
"LaVar Ball, the father, did claim he could have beaten Michael Jordan one-on-one in his heyday. That's outrageous and stupid. Now that dream, I'm going to squelch right now. LaVar Ball averaged 2.2 points a game one year at Washington State. That is stupid, and I am going to squish that dream entirely.
"But outside of that one dream and one goal, everything else in what I said is right on."