I actually think Lavar Ball is on to something, but what's he's trying to pull off is not something that you can pull off with a rookie/fresh face. What he's hoping to accomplish isn't unique. Michael Jordan essentially has his own brand. But the difference is Jordan worked hard and proved himself before he was able to create the Jordan brand. Jordan won MVPs, multiple championships, and proved to be a world-wide mega star. Then and only then did he have the clout to create a true partnership with Nike.
Out of the current players in the NBA I'd say only Lebron has the power to accomplish what Lavar is trying to do. Steph Curry can't do it. Kevin Durant can't do it. James Harden can't do it. Only Lebron.