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.

Rockets bench hams it up over Andre Roberson missed free throw (video)

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Russell Westbrook might not want to talk about his supporting cast distinctively, but it’s a real issue for the Thunder, who trail the Rockets 3-1 in their first-round series.

Even Andre Roberson, who has impressively defended James Harden, brings a glaring weakness: free throws. Roberson is 2-for-17 from the line in the playoffs, including 2-for-12 in Game 4 yesterday. Houston even repeatedly intentionally fouled him late.

It was agonizing for all but the most partisan Rockets supporters – though even Houston’s bench, while at least implicitly mocking Roberson, appeared put off that he missed yet again.

Isaiah Thomas: ‘Mentally and emotionally, I’m not here’

AP Photo/Charles Rex Arbogast
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Isaiah Thomas previously explained his emotions in a statement, but the Celtics guard spoke publicly yesterday for the first time since the death of his sister in a car crash just before the playoffs.

Thomas, via A. Sherrod Blakely of CSN Northeast:

“Mentally and emotionally I’m not here,” Thomas said after Game 4, the first time he has spoken publicly since his sister’s death. “So I just feed off of what the guys give me. They give me a lot of confidence. I can’t do it without those guys. They believe in me. Being here is what makes me sane and makes me feel somewhat normal through these tough times.”

Thomas has played well for Boston, which won twice in Chicago to even its series with the Bulls, 2-2. It’s remarkable considering the heavy emotional burden and extra travel, going to Seattle for his sister’s funeral then joining the Celtics in Chicago.

His teammates have clearly rallied around him, and that surely helps. But I can’t even imagine how he’s simultaneously handling such a tragic family situation and the biggest games of his career.

Kyrie Irving knocks flamingo from Pacers fan’s hands (video)

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Pacers super fan Matt Asen brings his lucky flamingo to each game.

He also annoyed the heck out of Kyrie Irving by trying to hand it, rather than the ball, to the Cavaliers guard.

James Harden reveals he’s playing through ankle injury

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James Harden didn’t lead the Rockets in scoring in their Game 4 win over the Thunder yesterday.

He didn’t even rank second – or third.

Nene, Eric Gordon and Lou Williams each outscored Harden, who scored 16 points on 5-for-16 shooting, including 0-for-7 on 3-pointers.

What happened to the Houston star?

Calvin Watkins of ESPN:

Houston Rockets star guard James Harden said he has been hobbled by an ankle injury that occurred in Game 3 of this first-round series against the Oklahoma City Thunder.

Harden made the revelation to ESPN’s Lisa Salters after the Rockets’ 113-109 Game 4 victory on Sunday afternoon.

“It was pretty tough; we don’t make excuses,” Harden said in a news conference when asked about his health. “We just try to go out there and get the job done. You build trust, and trust in your teammates all year long. When there’s moments like this, guys step up and they did tonight. We have another opportunity in a few days to go out there and win on our home court, and we’re going to have to get off to a really good start.”

Many players are grinding through injuries this time of year. Is Harden’s exceptionally bad? There’s no way of telling from the outside.

But he didn’t look quite right in Game 4, and if he’s hobbled, that opens the door slightly wider for Oklahoma City to come back from its 3-1 deficit.