bbb and jellyfam blowing up independently could easily spark more movements from top prospects getting inspired by them after seeing they can create a brand without brands like nike
next thing u know u have a whole generation of nba players with their own movement/brand creating merch and sneakers without the help of big brands thus phasing them out in the basketball sneaker category going forward
and if u dont know about jellyfam then u clearly arent in touch with whats going on in the basketball world outside of the nba