The price just went up. LaVar Ball—father of likely first-round 2017 NBA Draft pick Lonzo Ball who's already spurned the likes of Adidas, Nike, and Under Armour—just upped the ante on his billion-dollar sneaker contract demands. In an interview with Colin Cowherd, the elder Ball now says he needs three times that already ridiculous sum.

"If they wanna come talk to me now, it just went up to $3 billion," he says. "Triple-Bs: billion, billion billion."

LaVar is in the middle of controversy over sexist remarks on the show directed at co-host Kristine Leahy.

Without a sneaker deal from a major sportswear brand, the Balls have taken to releasing their own Big Baller Brand sneakers, which are available for pre-order now. The sneakers have been met with harsh criticism, but have some celebrity supporters.

Listen to the full interview with LaVar below and skip to the 5:20 mark to hear the start of the sneaker talk.