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.

Anthony Davis rattles rim with dunk on Juan Hernangomez (video)

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A sweet-shooting stretch four, Juan Hernangomez has a bright future in the NBA.

It’s not because of his rim protection.

Video Breakdown: How to ICE the pick-and-roll on defense

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NBA teams can defend the pick-and-roll game in many ways, but one of the most common is called ICE. This method sometimes goes by the name of Blue, Down, or Black, and it is ubiquitous as way to defend in the most popular offensive action in the modern NBA.

The basic idea is that the screener’s defender — usually a big man — stays parallel to the baseline and below the screen itself. The goal is to force the dribbler east to west, and to defend the paint while allowing for a lower percentage long range jumper.

The dribbler’s defender — usually a guard or a wing — fights over the top and pressures the shooter from above, ensuring that he cannot take a 3-pointer.

ICE pick-and-roll coverage has two main goals:

  1. Stop the ball handler and force the offense to move to another action.
  2. Stop a shot in the paint or at the 3-point line.

This varies from other kinds of pick-and-roll defense, including the hedge, the show, and the blitz. We’ll cover those in future videos, but you can get a little taste of them in a defensive glossary video I’ve done previously.

Meanwhile, get the full breakdown on ICE pick-and-roll coverage with the video breakdown above.

Rockets’ Patrick Beverley says players “disrespecting game” by resting when healthy

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Former Bulls guard turned agent and podcaster B.J. Armstrong said on our podcast last week that no, players didn’t have DNP-rest days back when he played — but he added that might well have been different if they had the information on injuries that today’s teams and players have. He said they got tired, they got banged up, and they played through it. You can call that tough, but it likely took time, maybe years, off their career.

Houston’s Patrick Beverley is from that old-school mentality and said players are disrespecting the game if they don’t get out there when healthy. Via Tim MacMahon of ESPN.

“I think that’s bulls—,” Beverley said after the Rockets’ 137-125 victory over the Oklahoma City Thunder on Sunday. “I think that’s a disgrace to this league. I think that fans deserve better.

“I could care less about coaches asking players to rest or not. It’s up to you to play or not, and if you don’t, you’re disrespecting the game. And I don’t believe in disrespecting the game, because there was a time where I wasn’t playing in the NBA and I was trying to get here. So me resting, I feel like, is disrespecting me, disrespecting the name on the front of the jersey and disrespecting the name on the back of the jersey.”

It’s the coaches and the organizations telling players to rest, it’s rarely the players themselves, and the teams are doing it because they want their guys at their peak come the playoffs. If the goal is winning a title in June (or at least going deep into May) then not wearing guys down matters.

Everyone has their opinions on it, Gregg Popovich did a good job trying to explain the nuances, but the simple fact is player rest games are not going away. They did it back in Armstrong’s day too, they just called a sore ankle or back rather than rest. What helps lessen games stars have off is building more rest and days off into the schedule, which the NBA is trying to do. But that’s a challenge that will continue to be discussed.

Three Things We Learned Sunday: Westbrook, Harden showdown leaves MVP race same as it ever was

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How many teams did you get right in your Final Four bracket? For the record, I have one (North Carolina). Which is why I was watching a lot more NBA on Sunday than NCAA (that and it’s my job). Here are the big takeaways from Sunday.

1) Russell Westbrook gets 36th triple-double. James Harden lifts Rockets victory. The MVP race is the same as it ever was. If you wanted to make a case for Russell Westbrook as MVP, he gave you reason on Sunday in a showdown with James Harden and the Rockets. Westbrook dropped his 36th triple-double of the season with 39 points, 11 rebounds, and 13 assists, and the Rockets could not stop him.

Harden put up numbers — 22 points on 15 shots, plus 12 assists — but his team got the win because he got help: 31 from Lou Williams, 24 from Trevor Ariza, and 24 from Eric Gordon. Williams had 18 points in the first half. As a team, the Rockets shot 63.3 percent overall and 51.3 percent from beyond the arc.

Harden has better teammates around him, but he is orchestrating them beautifully, he’s more efficient, and he’s lifting his team to higher heights. Westbrook is almost single-handedly carrying the Thunder offense by putting up historic numbers.

This game offered no clarity in the MVP race. In one of the closest, most interesting award races in years, your pick for MVP depends on how you want to define the award and its criteria. (And we’re not even getting into the legitimate case that can be made for Kawhi Leonard here. LeBron James is in the mix, too, although the recent stumbles of the Cavaliers may hurt his case.) We know where the Rockets organization stands.

Sunday’s Thunder/Rockets just an MVP showdown, it was a potential first round playoff matchup. On that front, the Rockets led by as many 25, and while the Rockets made a late push to get the lead down to single digits in the final couple minutes, but the Thunder couldn’t get stops, and the result was never really in doubt. It’s hard to see a playoff series going much differently, the Thunder just don’t defend well enough to slow Houston.

2) Celtics beat Heat, move into tie with Cavaliers for top record in the East. Boston just keeps on grinding, keeps on making enough plays, and keeps on winning. So much so that with a hard-fought win over the Heat on Sunday Boston finds itself tied with Cleveland for the top seed in the East (Boston has one more win, Cleveland has one fewer loss).

Boston may well finish on top, it has an easier schedule to close out the season. However, the big game — and what will determine who has the tiebreaker between the two — comes when the Celtics and Cavaliers play on April 5.

The Celtics got the win because they made crucial shots down the stretch, like this driving floater by Isaiah Thomas (who finished the night with 30 points).

Then Al Horford‘s block sealed the 112-108 victory.

For Miami, even with the loss they sit as the eight seed in the East, the final playoff spot, but Chicago is just half a game back, and the Pistons one game back. While the race could go any direction, the Bulls have the softest schedule the rest of the way of any of those three teams.

3) Blazers win, Nuggets lose, teams now tied for the eighth seed in the West. The race to be the team destroyed by the Golden State Warriors in the first round out West is heating up — Denver and Portland are now tied for the eight seed.

On Sunday, Denver had a sloppy loss at home as New Orleans came to town without DeMarcus Cousins, and yet Anthony Davis dropped 31 and the Pelicans won.

Portland got 22 from Damian Lillard and pulled away in the third quarter to beat the hapless Lakers, 97-81.

Denver and Portland play Tuesday night in what will be a huge game in that race.