The sneaker wars have existed for decades, with companies like Nike, Adidas, Reebok and Under Armour battling for market share and brand athletes. And with sneaker heads rushing to stores for the latest edition of the Brand Jordan line or Kanye's latest creation, it's a trend that has no end in sight.
But today we witnessed a new version of the long standing sneaker war through today's form of "beef" declaration, aka Twitter, when Texans All-World defensive end took to Twitter to promote his latest sneaker, the JJII.
400 dollars less than some shoes on the market and 100% more effective. Available tonight at midnight for $99. https://t.co/sU39iHQfcv
For those who have been hibernating for the last six months, JJ Watt took direct aim at LaVar Ball and his Big Baller Brand and fired a full caliber shot of shade at their outrageous price tag.
Independence is Beautiful. We are proud to present the ZO2 Wet. . . . Signed By Lonzo | LED Box Included
But Watt didn't stop there, as he re-loaded for another kill shot.
And I actually wear them.
For those who slept this past week, JJ was referring to Lonzo Ball wearing Kobe's during his summer league game the other night instead of his signature Z02 shoe.
Watt explained his new edition and how his background influenced his thought process behind the shoe's evolution in an interview with CBS Sports:
"I grew up in a middle-class family," he said. "My dad was a fire fighter and my mom was a secretary and worked her way up, so we weren't rich. I couldn't always afford the coolest shoes on the market."
And while his NFL star status has afforded him the luxury of not having to worry about the price tags of sneakers anymore, Watt's humble upbringing has stayed with him during his rise to fame.
"But I realized not everybody has that luxury," he said. "I wanted to create something that everybody can afford, everybody can wear to the gym, during workouts and after the gym."