Lately, it feels like Ja Morant just can’t catch a break. Despite his undeniable talent flashing on the court for the Memphis Grizzlies, the star guard has once again found himself in hot water with the NBA. This time, it’s a $75,000 fine for making a controversial “aiming a g–“ gesture during in-game celebrations, a move the league deemed inappropriate after previously warning him about such actions. The move, seen during some of his most electric moments, didn’t sit well with the league.

“Memphis Grizzlies guard Ja Morant has been fined $75,000 for twice making an inappropriate gesture on the playing court,” read a statement from Joe Dumars, the NBA’s Executive VP and Head of Basketball Operations. “Morant was previously warned by the league office that this gesture could be interpreted in a negative light. The gestures were made by Morant during the Grizzlies’110-108 victory over the Miami Heat on April 3 at Kaseya Center,’”

But here’s the real shocker—Lou Williams feels the fallout goes far beyond just dollars. On the Run It Back podcast, the former 76ers guard revealed a deeper consequence. “Two, three years ago… they were crazy about the Ja Morant shoes,” he said, pointing to the overwhelming popularity Morant once had among youth basketball players.

“Present day, they are literally saying out of their mouths, we cool on Ja Morant. We want the Sabrina INS shoes… Big changes, big change, right? So, like these, it’s literally trickling down to the youth sports. These kids are turning their back on Ja Morant.” 

Not only that, Williams didn’t sugarcoat anything. “I understand if you want to wear the villain hat, by all means, wear the villain hat. But Chandler [Parsons] just said it, bro, this was self-inflicted,” he said bluntly. Even if Morant wants to embrace the villain role, Williams made it clear—this path was his own doing. “Like, this was a mistake that you made, and then you made another one, and we’re still here in this same space having this conversation,”

And now, the damage is showing up everywhere. “These kids are literally turning their back on Ja Morant.”  That $75K fine? Turns out, it’s just a small part of what Morant’s really losing.

Why does Ja Morant want to be the “villain”?

Despite already being warned by the NBA for flashing the finger-g-n gesture against the Warriors, Ja Morant doubled down and did it again—this time earning himself a $75,000 fine. But instead of lying low, he posted a cryptic message on X after their win over the Pistons: “keep going,” he wrote.

And it feels the Grizzlies star is leaning into this whole villain image. After sinking a buzzer-beater against the Heat, he didn’t just celebrate—he soaked in the silence like a movie bad guy. “I feel like I’ve been the villain for the last two years now,” he said as per AP News. “Not even just to this crowd.”  While embracing a ‘villain’ persona can sometimes resonate with a segment of fans, it can also alienate others and potentially impact endorsement deals and long-term marketability, especially when coupled with repeated off-court issues.

And while the drama continues, Morant’s numbers are quietly doing a lot of talking. Over his last nine games, Morant is averaging 30.9 points, 7.1 assists, and shooting over 53% from the floor. Despite his stellar play on the court, the ongoing off-court distractions continue to overshadow his achievements for many fans and analysts. “I’m well aware,” he said when asked if he knows what’s being said about him. And judging by his play, he’s channeling it into something dangerous—on the court, at least.

Still, when asked if it all gets to him, his answer said it all: “I don’t care no more.” Maybe he’s fed up. Maybe he’s in control. Either way, the “villain” arc isn’t over yet.