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.

DeMarcus Cousins doesn’t expect Pelicans to trade him at the deadline

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The New Orleans Pelicans have a decision to make as they approach the trade deadline: Do they think they can re-sign DeMarcus Cousins next summer to stay in the Big Easy with Anthony Davis?

If the answer is no, then they have to consider trading Cousins at the deadline to at least get something back. There is a lot of context, however, that makes this seeming binary trade/keep decision far more complicated.

Cousins himself doesn’t think he is going anywhere, as he told Marc Spears of ESPN’s The Undefeated.

While the Pelicans have a lot to consider with the unrestricted free agent, Cousins says he is confident that he will still be playing for New Orleans after the Feb. 8 trade deadline.

“I am confident in my team,” Cousins said. “I am starting to understand this business a lot more than I did before. You can kind of tell when things are about to come about. We’re a very competitive team. A talented team. I don’t think that will be the case at all….

“A.D. hits me with little jabs about free agency all the time, but he also understands,” Cousins said. “It was Jrue in that situation last [offseason], and we understood his situation. Of course, they throw their little jabs. They throw their little jokes. But they are serious at the same time. They are respectful about it at the same time.

The Pelicans are 15-14 and the seven seed in the West entering Friday night’s games, and if New Orleans has a shot at the playoffs come the deadline there is no way he gets moved. Ownership and management want a playoff appearance. They have greenlit adding one of the game’s top centers (Cousins) to go next to Davis, and last summer they paid big to keep Jrue Holiday at the point in New Orleans. If the Pelicans don’t make the playoffs (and possibly even if they do squeak in and get swept out in an ugly fashion), everyone in the organization expects a housecleaning. They have been on edge all season. With jobs on the line, they are not trading Cousins and getting worse short term even if you could argue it was the right basketball move long term.

Will Cousins re-sign with the Pelicans next summer? That will be about the money — what the Pelicans offer, and what other teams will offer in what is expected to be a tight free agent market, especially for centers.  DeAndre Jordan will be on the market as well, not to mention second-tier guys who will be more affordable for teams such as Brook Lopez. In that market, Cousins may want to stay where he likes his teammates and seems happy.

But first he has to get past the trade deadline.

Joel Embiid scores over Carmelo Anthony, then they exchange words (VIDEO)

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Joel Embiid gives zero… well, you know where I’m going with that.

Embiid trolls the world and backs down from no man, and that includes Carmelo Anthony. Late in the fourth quarter of the barn burner between the Thunder and 76ers Friday night, Embiid backed ‘Melo down and scored over him, then did a little jawing — which Anthony didn’t appreciate.

I love that Embiid egged on the Sixers crowd after this. He knows his audience. After the game he said this.

Embiid talks a lot — A LOT — but he is backing it up.

For example, in the first overtime Russell Westbrook thought he made a drive that was going to win the game, and Embiid rejected him.

If you did not watch this game, go find a replay. This is the new best game of the season.

Rudy Gobert leaves game vs. Celtics with likely knee sprain. Again.

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Rudy Gobert missed 11 games this season due to a bone bruise in his knee. While the Jazz defense suffered as should have been expected with their anchor gone, their offense found a groove without him — and with more Donovan Mitchell and Derrick Favors — resulting in Utah going 7-4 with their star center out.

Now the Jazz will be without him again for a while — he seems to have sprained his left knee just minutes into Friday night’s game against the Celtics when Favors fell back into him. That is the same knee he injured before. Gobert was forced to leave and will not return to the game.

If that diagnosis holds, it will be weeks again the Jazz will be without Gobert.

The Jazz know how to play without Gobert. Favors moves to center and while he’s not near the same defender his offensive skills got them buckets and opened up the floor. The rookie Mitchell, as well as Ricky Rubio at points, took advantage of it to give the Jazz a top-10 offense with Gobert out. They need to find that groove again.

Still, Utah needs Gobert back and himself to really reach the heights they are capable of.

Veteran NBA official Monty McCutchen to be head of referee development, training

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After 25 seasons running up and down the NBA hardwood and refereeing more than 1,400 games, NBA official Monty McCutchen got a promotion.

He officiated his last game Thursday night in Minnesota and will move to a desk at the league office where his new title is Vice President, Head of Referee Development and Training.

“Monty has earned the respect of players, coaches and his peers during an exemplary career as an NBA official,” said Senior Vice President, Head of Referee Operations Michelle D. Johnson (who started on the job in October).  “He understands as well as anyone what it takes to be an outstanding referee and how the league can best support its officials.  With his wealth of insight and experience, Monty is uniquely suited for a leadership role in our officiating program.”

“I’m excited for the opportunity to channel my passion for the officiating profession in a new way,” McCutchen said.  “While I’ll miss officiating games, I’m grateful to continue working with our incredibly talented referee staff as part of an organization so dedicated to excellence and innovation.”

Despite what some fans like to blast on Twitter (especially during the playoffs), NBA officials are the best trained and flat-out best basketball referees in the world (if you don’t think so, watch the college/scab referees from the last lockout of the refs, it was painful). Could they improve? Sure. Hopefully, McCutchen can help do that in his new position.