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.

Giannis Antetokounmpo sprints from behind to reject John Wall dunk (video)

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There’s a lot to like about Giannis Antetokounmpo.

Maybe his most impressive ability? How quickly he covers ground.

Report: Brooklyn Nets GM search down to finalists

NEW YORK, NY - NOVEMBER 25:  The Brooklyn Nets logo adorns center court prior to the game against the Portland Trail Blazers at the Barclays Center on November 25, 2012 in the Brooklyn borough of New York City. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Bruce Bennett/Getty Images)
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The Brooklyn Nets remain without a general manager. With the trade deadline less than a week away. Meaning simply, when you hear rumors the next week of a blockbuster Nets trade dismiss them, they aren’t going to be doing that because they don’t have anyone in the big chair to make that call.

Someone may be in the big chair before the deadline, however. (Not soon enough to make a significant deadline deal, however.) The Nets are down to a few finalists for the job, reports Chris Broussard at ESPN.

The frontrunners are believed to be two-time executive of the year Bryan Colangelo, Denver Nuggets assistant GM Arturas Karnisovas and San Antonio Spurs assistant GM Sean Marks….

Nets owner Mikhail Prokhorov told ESPN.com on Wednesday that his search committee’s first round of interviews is over, and they were in the process of compiling a short list of candidates.

Any of those men can do a good job — if they are given the space by Prokhorov and his people to make moves and rebuild the organization without meddling or pressure to do things quickly. Prokhorov says he wants a quick turnaround for his 14-40 team, but it was his pressure on former GM Billy King to put together an immediate title contender with no regard for the long term that put the Nets in the hole they are in now.

Let’s hope he and his people have learned their lessons and they let the basketball people make the basketball decisions.

Worst dunks in All-Star Dunk Contest history? We got that video.

at Verizon Center on February 5, 2016 in Washington, DC. USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement.
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The All-Star Saturday Dunk Contest has brought some memorable moments — Dr. J and Michael Jordan gliding through the air, Dwight Howard in a Superman cape, Nate Robinson showing off serious hops, through last season and Zach LaVine re-energizing the event with his athletic throw downs.

But there have been some duds, too — and from some elite dunkers. Here is a highlight mix of the worst, which is almost as much fun as the best. Enjoy, then tune in for hopefully more good than bad from Toronto Saturday night on TNT when LaVine and the dunk contest return.

Reports: Cavaliers look to trade for shooters such as Ben McLemore, Kyle Korver

NEW ORLEANS, LA - JANUARY 28:  Ben McLemore #23 of the Sacramento Kings shoots a free throw during a game against the New Orleans Pelicans at the Smoothie King Center on January 28, 2016 in New Orleans, Louisiana. The Pelicans defeated the Kings 114-105. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Stacy Revere/Getty Images)
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The Cleveland Cavaliers have looked at their roster, have seen the Golden State Warriors up close, and are thinking they would like to add a shooter on the wing at the trade deadline.

Multiple reports have the Cavaliers actively looking around on the trade market, although whether they can get anything done before the Feb. 18 deadline remains to be seen. At the top of the list is Sacramento’s Ben McLemore, reports Chris Haynes of the Cleveland Plain Dealer.

The Cavaliers, among with a handful of other Eastern Conference teams, have strong interest in trading for Sacramento Kings guard Ben McLemore, league sources told cleveland.com…

The Kings have declined overtures for their young 3-point marksman. But with the direction and state of the organization, external pressure could come into play when it comes to potentially moving talent. It’s widely known within league circles that agents have been pushing to get their clients out of Sacramento with the franchise embroiled in dysfunction and turmoil.

This sounds like a leak from an agent more than something the Kings are open to. McLemore swings between showing promise and being disappointing nightly. He’s athletic, he can defend well, he’s shooting 37.2 percent from three this season, but he also takes mental vacations during games (especially on defense), and he can be a turnover machine. The Cavaliers feel if they can get him in their system they can provide a better environment for development than Sacramento.

There are other options, but they may be just as unlikely.

Houston’s Trevor Ariza, Atlanta’s Kyle Korver and Washington’s Jared Dudley are all on the Cavaliers’ radar, but landing one of those three is highly unlikely.

If Joe Johnson secures a buyout in Brooklyn, league sources are adamant Cleveland would “snatch him up” for the veteran minimum.

The first three would be good fits, but the price for them will be higher than the Cavs want to pay. The Johnson buyout is a possibility (no way they will move that salary at the deadline), but the buyout is not a sure thing — will Johnson leave money on the table just to get out of Brooklyn?

ESPN’s Brian Windhorst threw out interesting names recently.

Tyreke Evans made some sense until his recent injury ended his season and that idea. Omer Asik makes zero sense. He’s a slower, less athletic, far more expensive version of Timofey Mozgov — why would the Cavaliers want him?