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


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.

Kevin Love returns to Cavaliers lineup Monday vs. Bucks

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The last time Kevin Love suited up for the Cavaliers, it was still January and Isaiah Thomas, Dwyane Wade, and Jae Crowder were still on the team.

That is about to change tonight — Love will return from a fractured hand and play for the Cavaliers, but on a minutes restriction to start, interim coach Larry Drew confirmed.

Cleveland needs Love back. The Cavaliers went 11-9 without him in this stretch (and 6-7 since the All-Star break) with an offense that has still been top 10 in the NBA but a defense that is holding them back. The Cavaliers’ defense is just not on the same page right now, and the more time the regular rotations guys get to play together, the better they should be before the playoffs start.

As Love rounds into form, the Cavaliers have to figure out their rotations. Does Love start Love next to Larry Nance Jr., or does Nance come off the bench again? Probably the latter, but the Cavaliers will toy with the rotations (and do that more when Tristan Thompson returns).

Former NBA All-Star Steve Francis cited for public intoxication

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What happened to Steve Francis [after his playing days]? I was drinking heavily, is what happened. And that can be just as bad (as drug use). In the span of a few years I lost basketball, I lost my whole identity, and I lost my stepfather, who committed suicide.”
—Steve Francis, writing in the Players’ Tribune earlier this month, about his journey from selling crack to the NBA, and what happened after.

Addiction, once it’s got you, never goes away. The fight to stay sober/clean is a new one every day.

Steve Francis was cited for public intoxication in Burbank, Calif., after an incident at a hotel bar, according to TMZ (since confirmed by other reports).

Francis, 41, was arrested around 11:40 PM after police were called for a disturbance between two men at a hotel in Burbank.

Law enforcement sources tell us when cops arrived, Francis was intoxicated. He was arrested for being drunk in public.

Francis was transported to jail … before being given a citation and released around 7 AM Monday morning.

Francis denied in the Players’ Tribune article rumors he had a drug problem, but he owned up to drinking.

Lakers coach Luke Walton: I thought Pacers’ Paul George trade was ‘lopsided’ in favor of Thunder

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Cavaliers owner Dan Gilbert said the Pacers “could have done better” than trading Paul George to the Thunder for Victor Oladipo and Domantas Sabonis.

Gilbert would have company with egg on their face if more people shared their views on the deal when it happened.

Lakers coach Luke Walton – whose team plays Indiana tonight – joined the club with an admission.



Originally, I thought it was kind of a lopsided trade, but I’m man enough to admit that I was wrong. Indiana has, I think they’re probably the surprise team of the season so far. They’re playing unbelievable. They have that three seed. And both of those players they got in the trade, they’re playing some really, really good basketball. So, obviously, a good trade for both teams.

Me too, Luke. Me too.

George is basically who we thought he was. But Oladipo and Sabonis have taken major steps forward. Sabonis’ growth as a second-year player was more predictable. Oladipo’s breakthrough seemed far less likely – and has carried far larger ramifications.

Oladipo was fine in Oklahoma City and Orlando, but he got into the best shape of his life and developed his outside shooting, particularly off the dribble. He has become a true star, putting up big offensive numbers while remaining a plus defender.

All the credit goes to Oladipo for making it happen and Pacers president Kevin Pritchard for ensuring Indiana reaped the rewards. I bet even Pritchard is surprised by Oladipo’s level of play, but Pritchard bet on Oladipo. Pritchard gets credit for the outcome.

People like Walton and myself eat crow.

Rajon Rondo on Ray Allen’s book: ‘He just wants attention’

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Ray Allen wrote a book that spills a lot of dirt on Rajon Rondo – how Rondo told Kevin Garnett, Paul Pierce, Allen and other Celtics he carried them to the 2008 title, how Rondo clashed with Doc Rivers.

Rondo, via Gary Washburn of The Boston Globe:

“He just wants attention,” Rondo said. “I need actually some sales from [the book], only [publicity] it’s been getting is from my name. I need some percentage or something.”

“Obviously, that man is hurting,” Rondo said of Allen. “I don’t know if it’s financially, I don’t know if it’s mentally. He wants to stay relevant. I am who I am. I don’t try to be something I’m not. I can’t say the same for him. He’s looking for attention. I’m a better human being than that. I take accountability for my actions. Certain [stuff] happens in my life, I man up. But he has a whole other agenda.”

“He’s been retired for whatever years, and now he comes out with a book,” Rondo said of Allen. “People do that in that situation they need money. He should have hit me up and asked me for a loan or something. It’s no hard feelings.”

Obviously, Allen wants attention. He’s promoting a book.

But that doesn’t make the stories in the book inaccurate.

Allen and Rondo, now with the Pelicans, have feuded for a while. Neither is completely reliable about the other. Both are too colored by their dislike for each other.

I doubt Rondo knows about Allen’s financial situation. Rondo is just trying to dig at Allen, like Allen dug at Rondo in the book. Famous people write books for many reasons. Financial gain isn’t necessarily Allen’s primary motivation. Allen has a lot of time in retirement.

I’d rather hear Rondo address the book’s claims. He’s extremely forthright, even admitting he’s difficult to coach. He might corroborate the stories involving himself and Rivers. Telling Garnett, Pierce and Allen he led them to the championship? I’d like to know Rondo’s side of that story.