[4] Founded by personal trainer and former football player LaVar Ball and Alan Foster,[5][6] the company was built on "core family values", according to its website.

[12][13] To maintain independence from Big Baller Brand, however, Brandblack created an offshoot creative agency Santa Ana Design for the partnership.

[13] Foster, a family friend of LaVar Ball, additionally become a manager and business associate of Big Baller Brand, helping design its signature shoes.

[22][23][24] LaVar Ball responded on Twitter to critiques of the shoes' price: "If you can't afford the ZO2'S, you're NOT a BIG BALLER", for which he received further media criticism.

[28][29] On December 4, 2017, Big Baller Brand revealed plans to create a signature shoe, known as the Gelo 3, for LiAngelo Ball after he left UCLA, following a shoplifting incident in China.

[32][33] After LiAngelo and LaMelo Ball signed their first professional contracts with Vytautas Prienai–Birštonas of the Lithuanian Basketball League (LKL), Big Baller Brand saw an increased presence in Lithuania in 2018.

[38] The league, which launched in the summer of 2018, was expected to pay players $3,000 to $10,000 per month and include teams from several major American cities.

[39] According to Ball, players will be required to exclusively wear Big Baller Brand products, with uniforms, shoes, and other apparel provided by the company.

[42] The games, which took place from January 9 to 29 and were live streamed through Facebook, featured widespread advertisement of Big Baller Brand, with Business Insider commenting that the company was "the real star of the show".

In April 2018, after previously wearing the ZO2 shoes during a game, Jordan Crawford was the first professional basketball player not related to the Ball family to look into having a partnership with the company.

[49] In May 2018, All-Star baseball player Adam Jones complained on social media that he just received his ZO2 Prime Remix shoes after ordering them a year earlier.

[50] A year later, Blair Looney of the Better Business Bureau stated that the Big Baller Brand still had an F grade and that "we are continuing to work with them on straightening things out.