Like it or not, LeBron James' 'Decision' is all part of the plan, and it's working

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James_numberone.pngWhen word broke that LeBron James would be announcing his decision regarding the biggest free agency signing in NBA history in a one-hour special on ESPN, the criticism exploded the internet like Brazil going down in flames did to Twitter.

Everyone and their mother wants to point out LeBron’s ego, his unfathomable self-concept bent out of control. The word “ridiculous” has been used about a zillion times along with other nastier words. James is construed as being overly self-important by the same people who have posted thousands of stories over the last week about him. Believe me. I’m one of them.

And I’m here to tell you that James’ decision surely strikes of arrogance. And it strikes of super-ego and not in the Freudian sense. It reeks of a media culture gone overboard, having lost any sense of perspective or rationale, and it cries out a desperate need for attention from one of the most powerful men in sports.

I’m also here to tell you it’s genius. And that it’s exactly what LeBron James should do.

Recognize that the people who are saying they won’t watch this debacle, who are filled with outrage over James’ little dog and pony show? James doesn’t need them. Doesn’t care about them. They’re going to follow what he does anyway. He’s already got them. These are sports fans and media who are dialed into the NBA. They know enough about James to dislike the way he chews his nails on the sideline or his mannerisms in interviews.

You know how they know those things to dislike them? They watch him. All the time. They’re immersed in sports media. And so those people have nothing James is trying to reach. They are not his target with this. If they were, he’d simply release a statement or leak it to the most convenient reporter, many of whom are currently criticizing him but would beat their own mother with a roll of quarters in a sock to get word of what jersey James is rocking next season.

He’s got no use for us, because he already has us.

But you know what he does have use for? Everybody else.

James has often had the term “global icon” tied back to his business goals and branding image. It’s a strong term and one that has a lot tied to it. It’s difficult for a sports entity to reach that kind of level, especially in a day and age where things live and die in a matter of months (the Jonas Brothers were a really big deal two years ago; cower in fear Justin Bieber). Athletes have an even more difficult row to hoe. Most of the brand expansion opportunities are controlled by their team, by their league, by the networks that air the games they play in. They don’t have that much power on their own. But James and his team have recognized this moment and are using it as a launchpad that will directly put them on another level with the people that matter most. Casual sports fans.

Thursday night, in the middle of the NBA offseason when nothing is really going on in the actual sport, 90% of all sports bar televisions will be turned on LeBron James. In Kansas City, Missouri, a local bar called Lew’s is having a “LeBron James Watch Party.”

There is no NBA team in Kansas City. Nor in St. Louis, or anywhere close to nearby until you hit Oklahoma City.

That’s how much impact James’ event is having.

Try and imagine tomorrow night, as all across America, all across the world televisions are flipped to ‘LeBron James Presents: The LeBron James Show! Starring: LeBron James!” People who don’t even normally watch the NBA, who didn’t catch a lick of the Eastern Conference Semifinals will be seeing his face everywhere. Everyone will be betting on where he goes, talking about his personality, even discussing how ridiculous the event is, even as they keep watching. Boyfriends, girlfriends, friends, spouses, brothers, sisters, business associates of people that want to watch will all get caught up in it, even for the hour. He’s the most famous person in America tomorrow night. Think about that.

You know who doesn’t care if something is a complete circus? The ringmaster. Because he’s counting your hard-earned bills after you’re done staring at the Bearded Lady.

The show is being sponsored by Vitamin Water, McDonalds, and Nike. That’s the kind of push he’s getting. Yes, those are all James sponsors. But you don’t think Burger King, Red Bull, or Reebok wouldn’t have jumped through fire to get spots? He’s donating the proceeds to charity, which means that when it plays to the casual fan, it softens the blow. Sure, bloggers and pundits and NBA die-hards will retch at the spectacle, but the middle-class father of two, sitting at home flipping channels and watching after he heard a guy from work talk about it? It plays well with him.

And that’s what James is shooting for. It makes him more than just a basketball player. What he does matters. So much, that you and all your friends remember where you were when he announced who he was signing with. It’s too much. Of course it’s too much. You have to be too much in order to get penetration in the biggest niche market of all: everyone else.

You can be disgusted by it, you’re well within reason to. But also bear in mind that James’ pursuit is something more than what just being a great basketball player can do for him. He wants to have a business empire that extends beyond the fans that buy his jerseys and cheer for him at games. He wants a place in the cultural and business atmosphere that is rarefied and extremely difficult to reach. It takes an inordinate amount of planning, expense, and effort to execute.

Thursday night, Lebron James can put himself on the map in a way few athletes, few people, ever have. The world stops for him tomorrow night.  We can turn our cheek or up our nose or whatever we’d like but this isn’t about a handful of people, it’s about the world.

And right now, King James has it in the palm of his hand.

Cavaliers have three choices with Kyrie Irving. And no rush decide on one.

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There were a lot of questions around Kyrie Irving‘s unexpected decision to tell Cleveland he wanted to be traded.

The first was why? He reportedly wants out of LeBron James‘ massive shadow, to “be the man” with another team. It also strikes me as a preemptive move — LeBron could leave next summer and Irving wanted to be in control of his own destiny rather than deal with the “is LeBron leaving roller coaster” for a season.

Next was “why now?” This is harder to find a good explanation for. Back in June, Irving talked about staying with LeBron and finding ways to beat the Warriors, a month later he wants out. It has to be frustrating for the Cavaliers front office, if Irving had told them this back at the start of free agency Cleveland might have been able to land Paul George or Chris Paul.

Finally, the question settled on Cleveland and what will they do?

They have three legitimate options.

1. Do nothing and keep Irving. The Cavaliers do not have to trade him — Irving has two years left on his contract, and the Cavaliers have leverage. Cleveland could take notes from the Lakers after Kobe Bryant’s trade me demand circa 2007 — Los Angeles told him they were looking but not move him, and eventually smoothed things over (and won a couple more rings).

It may be a lot harder for the Cavaliers to do that. How deep is Irving’s dissatisfaction run? Can LeBron and Irving mend fences? Or is the discord in Cleveland too great right now to smooth things over? Usually winning can cure all ills, and the Cavaliers should win plenty again. Then again, star players in the NBA usually get their way so if Irving really wants out…

2. Trade Irving for players to help them chase a title next year. My guess is this is the direction the Cavaliers will go. Why? Because Dan Gilbert looks at his franchise valuation since LeBron’s return and wants to keep him, and if the Cavaliers can get another ring (or at least look like a more serious threat to the Warriors) he’s far more likely to stay.

Because Irving does not possess a no-trade clause, the Cavaliers are not forced to send him where he wants to go (unlike Carmelo Anthony). Irving wants to go to San Antonio, but the Spurs would want to send LaMarcus Aldridge back, a guy who is also older and starting to decline, can be exposed defensively, and it leads to questions about a second ball handler for the Cavaliers. A Carmelo Anthony trade with the Knicks creates the same questions — ‘Melo wants to be a Cavalier, but would he and a young player (Frank Ntilikina or Willy Hernangomez) going to make the Cavaliers better. Or even keep them in front of Boston.

That said, there may be deals with other teams not on Irving’s list that better fit the Cavaliers’ needs. What if Phoenix offers Eric Bledsoe, a young player (Marquese Chriss, Dragan Bender, T.J. Warren) plus a pick? Cleveland gets a good point guard (not as good as Irving overall, but a better defender), a young athletic player, and they can stay near at the top of the East. There will be options like this that come on the table.

3. Trade Irving for young players and picks to jump start a rebuild. This is also known as the “we believe LeBron leaves next summer so let’s just be proactive and get all we can” plan. It should include trading LeBron as well before the deadline and just going into full on rebuild mode.

If the Cavaliers managed this path well — a legitimate question after Dan Gilbert decided he didn’t need one of the league’s best GMs right before the start of free agency — they could stockpile players and picks. It might not be the full Boston stockpile post Garnett/Pierce trade, but it puts the Cavaliers on that road (then it would come down to drafting well and developing players). All of this would require shrewd moves now and patience down the line, but it’s a legitimate course of action.

A fourth option discussed by fans — trade LeBron and rebuild around Kyrie — is unlikely I’ve been told. Start here: LeBron’s importance to the bottom line of the Cavaliers’ franchise value makes him far more important to Dan Gilbert and the organization than Irving. Also, even with what the Cavs get back in trading LeBron it would not make them a contender with Irving as the alpha (he doesn’t defend that well, and he’s not the guy on that team that moves the ball). Plus, Irving may want out still and could leave in 2019 anyway.

Regardless of which option the Cavaliers choose, what matters is not to rush into a decision. If they decide to trade Irving, do not trade out of frustration or anger — it needs to be devoid of emotion. It has to be about getting the best possible return. This summer is obviously a huge turning point for the organization, and they need to make a smart decision.

You know, the kind David Griffin would have made.

John Wall agrees to four-year $170 million contract extension

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John Wall had a designated player super max contract sitting in front of him (figuratively) since July 1, but he wanted to wait and see what the Wizards would do this summer, and talk to his family about a decision that could lock him in Washington for six years.

He saw the Wizards spend — they matched a max offer sheet for Otto Porter. He also looked around the East and decided this is where he wanted to be. He agreed to the extension on Friday, a story broken by David Aldridge of TNT/NBA TV.

This is a four-year, $170 million extension that kicks in after the two-years, $37.1 million left on Wall’s current deal.

Wall has developed into one of the top five point guards in the NBA, averaging 23.1 points per game last season while making his first All-NBA team (the third team, which he thought was a let down). He is a strong defensive point guard and still arguably the fastest guy in the league with the ball in his hands. He and Bradley Beal have formed one of the more formidable backcourts in the NBA.

Wall is now getting paid like an elite point guard, and he is just entering his prime.

Check out Boston’s Jayson Tatum’s 10 best plays from Summer League (VIDEO)

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Jayson Tatum was one of the standouts at Summer League.

The No. 3 pick of the Boston Celtics, Tatum came into the draft considered the most NBA-ready player of the class. He showed that at Summer League — he is a fluid athlete who knows how to knock down mid-range shots (and gets to his spots), he has great footwork for a young player, and can attack the rim. He tends to take and make difficult shots, but that will get harder against NBA-level defenders, and he didn’t often play-make for others. That said, he averaged 17.7 points and 8 rebounds per game.

Check out his best plays from Summer League, and if you’re a Celtics fan try not to drool too much.

Memphis Grizzlies sign former Oregon forward Dillon Brooks

Associated Press
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MEMPHIS, Tenn. (AP) — The Memphis Grizzlies have signed former Oregon forward Dillon Brooks, a second-round pick in last month’s NBA draft.

Terms of the deal weren’t disclosed.

Brooks was selected by the Houston Rockets with the 45th overall pick. The Grizzlies acquired him in exchange for a future second-round pick.

Brooks, 21, averaged 16.1 points, 3.2 rebounds and 2.7 assists as a junior at Oregon last season. He was named the Pac-12 player of the year and helped Oregon earn its first Final Four berth since 1939.