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.

Kevin Durant introduced as ‘OKC’s own’ (video)

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Kevin Durant attended the Three-Point Shootout, which was a perfect time to introduce the high-profile Warriors star.

It just happened in an incredibly awkward way.

Report: Former Magic teammates had ‘real issues’ with Serge Ibaka

Orlando Magic forward Serge Ibaka, of Congo, reacts after being called for a foul while defending a shot by Denver Nuggets forward Nikola Jokic in the second half of an NBA basketball game Monday, Jan. 16, 2017, in Denver. The Nuggets won 125-112. (AP Photo/David Zalubowski)
AP Photo/David Zalubowski
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In trading Serge Ibaka to the Raptors, the Magic didn’t just get assets (Terrence Ross and a first-round pick) for a player who seemed increasingly likely to leave in unrestricted free agency this summer.

Orlando apparently also got rid of a headache.

Steve Kyler of Basketball Insiders:

Going from the winning Thunder to the lowly Magic probably didn’t bring out the best in Ibaka, and thats understandable, though not entirely excusable.

I also wonder how much of this was situational rather than anything Ibaka actively did wrong.

His presence forced Aaron Gordon and Jeff Green from their ideal position of power forward to small forward. That narrowed Mario Hezonja‘s path the the court. Any minutes Ibaka received at center cut into Bismack Biyombo‘s and Nikola Vucevic‘s playing time.

Both elements probably worked in concert. Ibaka disrupted the play of several teammates just by being there, which likely led to them giving him less benefit of the doubt about his attitude.

Don’t absolve Magic general manager Rob Hennigan, though. He built a roster overloaded with bigs. He asked for leadership from a newcomer who was third banana at best on his previous team and is entering a contract year. It’s not a huge shock this dynamic soured on and off the court.

 

 

 

Jarrius Robertson hits layup at Celebrity Game, hangs with Draymond Green (VIDEO)

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It’s likely you’ve seen Jarrius “J.J” Robertson before. The 14-year-old came into public view as a New Orleans Saints superfan that deals with a liver disease called biliary atresia. Robertson has shown up at NBA All-Star Weekend this year, and he’s been a big hit.

On Friday, J.J. showed up and played a spot in the 2017 NBA Celebrity Game. He even dropped a layup during gameplay.

Via Twitter:

But he’s not just been around the court. Robertson has been just about everywhere thus far, hanging out with NBA athletes, meeting Charles Barkley, and telling Russell Westbrook that the Oklahoma City Thunder need more shooters.

J.J. even hung with Draymond Green courtside, where the Golden State Warriors forward tried to trade his watch for J.J.’s chain.

Should have made the trade dude! But I’m glad he’s got run of the place.

Glenn Robinson III does his best to salvage Dunk Contest, gets victory in process

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NEW ORLEANS — This year’s NBA All-Star Dunk Contest was doomed to disappoint, it was never going to match last year’s epic battle. It started in a hole.

It never climbed out. Don’t take my word for it, check out what JaVale McGee thought.

Saturday was an underwhelming night of dunks punctuated by a couple of moments of brilliance.

The Pacers’ Glenn Robinson III had the most of those moments — which is why he won the event. His strong night started with his first dunk, which may well have been the best of the contest.

“And just talking to a couple people helping me, Vince Carter did one of his best dunks first, and it kind of intimidated people,” Robinson said sitting next to his trophy later. “That’s what I wanted to go out and do. I wanted to do one of my best dunks first. Who knows if it worked? But they missed some of their dunks, and it gave me a little more room.”

The final one from Robinson, the one that sealed the victory, may be the other best dunk of the competition — dunking over Paul George, the Pacers mascot, and a Pacers dancer.

“I originally planned for it just to be PG (Paul George),” Robinson said afterward. “I knew I had to bring out something special. We added the mascot and the cheerleader. I really just wanted to get up high and dunk that thing hard, man. My adrenaline was going. It felt like I was looking at the rim. All I knew was the crowd go crazy. I pointed like this because, man, everybody seemed to sleep on me, didn’t really think I was going to win this thing.”

Event favorite Aaron Gordon, who should have won a year ago, opened the contest with an innovative idea — a drone dunk — but he couldn’t execute it and there were a few attempts before he nailed it.

Gordon didn’t advance out of the first round, and his first dunk summed up the 2017 Dunk Contest — interesting ideas that didn’t quite pan out like planned. Gordon said some recent injuries didn’t impact his performance, and that if he had reached the Finals he had another drone dunk planned.

If it wasn’t going to be Gordon, a lot of people expected it to be the bouncy Suns forward Derrick Jones Jr. who won, and he reached the Finals in part thanks to this spectacular dunk that woke up the Smoothie King Center up.

DeAndre Jordan was okay, but without Chris Paul throwing him lobs it didn’t quite feel the same. Jordan can dunk with such power in game, but we didn’t see that Saturday.

In the end, it was Robinson who made the plays.

“I’m not really a known dunker,” Robinson said. “I practiced. I prepared. I know I’m a jumper. And like I said, I’m a guy that stays out of the way. But when it’s time to shine, that’s my thing. That’s what I wanted to do. I knew all along I had some things planned, and I just wanted to show the world.”