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.

Paul George disputes the idea that he’s already moved out of his house in Indiana

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Rumors spread on social media this week as moving trucks were found outside of Indiana Pacers star forward Paul George‘s house. But were they really his?

The user posted photos of giant moving trucks outside of a house in George’s neighborhood to Snapchat. People began speculating wildly that George, the subject of trade rumors for the last few weeks, could be on the move.

Now, the Pacers start has taken to Twitter to dispute the moving trucks as his. So whose were they?

According to George, they were there to move his neighbors.

Via Twitter:

Well I guess that settles that.

The other obvious answer is that they were George’s and NBA players simply move to new locations during the summer. Half of the NBA it seems lives in the Los Angeles area come the off-season, or at least train there, so seeing moving trucks outside of his house would not have been an anomaly if you ask me.

We are past the 2017 NBA Draft and still we have no deal for George. But the NBA off-season is long, and free agency is just around the corner. I am sure that we will see a new landing spot for George in the coming months.

Then we can send somebody on over to see if there are moving trucks at his house.

Hornets’ GM slips up, introduces Dwayne Bacon as Dwyane Wade

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It’s a slip that would have made Freud proud.

Charlotte had a good draft night. In the first round, Kentucky shooter Malik Monk fell to them at 11 and they grabbed him. In the second round, they took a smart risk with Florida State wing Dwayne Bacon.

Friday came the usual team press conference with the GM introducing his players and Charlotte GM Rich Cho made a mistake, introducing Bacon as “Dwyane Wade.”

I love Bacon’s reaction.

Cho instantly realized his mistake and laughed it off, then later said: “Actually, I think they have some similarities.” Hornets fans can only hope.

Kevin Durant trolls Westbrook, haters with cupcake hat — now topped with a ring

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Back when Kevin Durant and Russell Westbrook were breaking into the NBA together and learning how to win together, one of their veteran mentors was tough guy Kendrick Perkins. When Perkins thought someone was acting soft, he called that player a “cupcake.”

When news broke on the Fourth of July last summer that Durant was leaving OKC for Golden State, the NBA world freaked out. Except for Westbrook. He just posted one Instagram photo that day — a tiered tray of red, white, and blue cupcakes. It was meant as a subtle jab at Durant, but when word got out (via Lee Jenkins of Sports Illustrated) what it meant, Thunder fans embraced it and had cupcake signs and clothing made for Durant’s return to Oklahoma City.

Durant had the last laugh — he’s got a new hat with a cupcake on it, topped by a ring.

Well played Durant. Well played.

Another report Rockets “aggressively” trying to clear cap space to chase Chris Paul

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Daryl Morey is big game hunting. Again.

The Rockets, with James Harden running Mike D’Antoni’s offense, made a leap up to the NBA’s second tier last season — then landed with a playoff thud. The team should be better the second season in the same system, but to get past the Warriors, the Rockets need more talent.

Hence the Rockets are going to chase Chris Paul. That’s not new news to anyone paying attention, but Chris Haynes laid it out in more detail in on SportsCenter.

The Rockets need talent and Chris Paul is unquestionably that. He and James Harden could figure out how to play together.

The problem is money. Chris Paul is going to demand max or near-max money, so close to $30 million. The Rockets enter the summer with about $10 million. The Rockets need to clear cap space and are ready to deal so long as they don’t take contracts back. Lou Williams will make $7 million next season, so even moving him and Patrick Beverley is not enough to land a Chris Paul or Paul Millsap. Moving Ryan Anderson ($19.6 million) or Eric Gordon ($12.9 million) helps much more.

That Morey is being aggressive isn’t the news, the question is can he find a willing partner to lower some money off his cap and give him a sense of what is to come. CP3 is going to meet with a lot of teams, but the Clippers do have advantages and are the favorites to retain him.