The Morning Journal (Lorain, OH)
Basketball, brands, business intersect
LaMelo Ball, SPIRE draw big crowd in game against Garfield Heights
EUCLID >> LaMelo Ball’s arrival in Northeast Ohio carried a degree of attention for local high school basketball unlike any witnessed since LeBron James’ days at Akron St. Vincent-St. Mary.
Yet, basketball is merely a variable in the equation that’s generated abundant attention for the world’s most wellknown 17-year-old. SPIRE Institute’s trip to Euclid High School for an exhibition matchup with Garfield Heights Nov. 30 illuminated the crosssection of basketball, business and branding associated with the Ball family.
On Nov. 30, social media physically manifested inside Euclid’s gymnasium. Attendants made their way to East 222nd Street for a glimpse at a potential generational talent so much as to be seen, themselves.
Vehicles nearly filled the expansive parking lot outside Euclid’s new football stadium more than an hour before the game’s tip at 7 p.m. Cars awaited entrance to the lots from all three directions where Tracy Avenue and East 228th Street intersect.
Inside, after paying the $20 entrance fee at the door in the event tickets weren’t pre-purchased, attendants lined the halls clad in their crispest Big Baller Brand apparel, Supreme jackets and freshest sneakers. The drip, swag and hype necessary for participation in the culture teemed Nov. 30.
Ball and his teammates emerged from their locker room draped in white warmup shirts emblazoned with three blue B’s, with two exceptions. Rocket Watts, a four-star point guard committed to Michigan State, warmed up in a USA Basketball T-shirt earned from his time on the nation’s U18 gold medal team at this summer’s FIBA Americas championships. Ball himself wore the Big Baller Brand shirt,
same as his teammates save for the red B in the middle of the trio.
SPIRE enthused the crowd on hand with a facsimile dunk contest during warmups while Garfield Heights took the opposite end of the floor. When the game itself began, Meechie Johnson Jr. and Sonny Johnson Jr. thrilled the Bulldogs’ contingent on hand with a 3-point make apiece.
Three dunks from SPIRE forward Isaiah Jackson, a top recruit in the Class of 2020, gave SPIRE a lead it never relinquished. SPIRE won, 9360, as its players took turns making highlight-reel plays.
Meechie Johnson Jr. led the Bulldogs with 20 points and Sonny Johnson Jr., a freshman, added 18. SPIRE’s backcourt was surely superior, but each Johnson participated in wowing the crowd with their impressive handles and 3-point shooting ability.
Ball’s father, LaVar, and brother, LiAngelo, held court during halftime. People flocked from the stands down to midcourt, surrounding the father and son and hoping for a photograph — an indulgence in which a chunk of the “media” on hand chose to partake. The Balls sat at midcourt for the second half, where others continued to approach and ask for their signatures on the family’s apparel.
As for LaMelo Ball, his play seemingly took a backseat to that of Watts, Jackson and Myron Gardner. Contrary to popular belief, Ball did cross into the defensive halfcourt when Garfield Heights possessed the ball. He stalked around the court, hands behind his back, but was in the right spots and displayed his supreme passing ability often.
Undoubtedly, Ball’s heightened attention for high school basketball in
the area. Euclid’s gymnasium, which holds capacity to 3,000, was filled to the ceiling. Such was expected when the Big Baller Brand machine joined forces with Garfield Heights coach Sonny Johnson, an ardent promoter of the game.
But the Big Baller Brand’s presence in Ohio added layers to the usual fanfare surrounding a game featuring top talent. Namely, where high school basketball itself fits into the puzzle.
At the southern end of the hallway outside Euclid’s gym, a Big Baller Brand pop-up shop sold apparel stacked atop folding tables at half-price. Parallel to the propped-up shop, around the corner of the opposite wall, sat a table with SPIRE Institute information and apparel available. While hopeful and existing big ballers packed the hall in a crowd five-wide at each level, SPIRE’s table sat ignored.