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.

Watch Kyle O’Quinn throw alley-oop to Carmelo Anthony

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Carmelo Anthony isn’t young anymore, but he had the bounce to go get this one.

These were your two best players for the Knicks in their win over Miami Tuesday. Kyle O'Quinn was forced into action earlier than expected when Joakim Noah went on a fouling spree in the third quarter, but O’Quinn played well in the role. ‘Melo dropped 35 on 27 shots — he’s not as efficient as he once was, but he can still get some buckets.

The Knicks picked up a needed win, because they play a back-to-back Wednesday against the Cleveland Cavaliers and a ticked-off LeBron James (New York will pay the price for Phil Jackson’s “posse” comments with a motivated LeBron Wednesday).

Grizzlies’ Troy Williams hits falling, stumbling circus shot (VIDEO)

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Just like coach David Fizdale drew it up.

The shot of Tuesday night went to Troy Williams, the starting Memphis guard who didn’t have a great night in the Grizzlies win over the Sixers but did hit this stumbling, falling, one-handed shot.

By the way, the Grizzlies are now 4-1 since Mike Conley‘s injury with this win. Didn’t see that coming.

Zach Randolph receives standing ovation in first game back after mother’s passing

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AP
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Zach Randolph was away from the Memphis Grizzlies and its fans for seven games to deal with the passing of his mother, Mae. When he returned to the floor, something special was waiting for him.

During Z-Bo’s arrival against the Philadelphia 76ers on Tuesday night, fans at FedEx Forum gave Randolph a standing ovation in support of his difficult time.

From ESPN NBA:

Randolph dropped 12 points, collected 14 rebounds, and added an assist as the Grizzlies beat the Sixers, 96-91, in a game that went down to the wire.

Teammates of Randolph — like Marc Gasol — were glad to have him back and let Randolph know he was being thought about during his absence.

Gasol even took to Twitter after the game in a heartwarming gesture:

Cavs’ J.R. Smith sidelined with hyperextended left knee

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AP
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CLEVELAND (AP) Cavaliers starting shooting guard J.R. Smith will miss at least one game – and probably more – with a hyperextended left knee.

The Cavs said an MRI taken on Smith’s knee on Tuesday did not reveal any structural damage, but he will sit out Wednesday’s game against the New York Knicks. Smith got hurt in the first quarter of Cleveland’s win in Toronto on Monday night.

While his teammates flew to New York, Smith returned to Cleveland to undergo tests. The team said he is day to day while he receives additional treatment.

Smith’s knee buckled after he dropped a short shot in the lane in a 116-112 win over the Raptors. He had been bothered by soreness in his knee for the past week, and that may have contributed to his slow start this season.

Smith, who did not report to training camp before signing a four-year, $57 million contract before the opener, is averaging just 7.8 points and shooting a career-worst 31 percent from the floor. He’s shooting only 19 percent (8 of 42) in his last six games.

It’s not clear who will take Smith’s spot while he’s out. Cavs coach Tyronn Lue has several options, including veterans Mike Dunleavy and Richard Jefferson. On Monday, Lue gave more playing time to DeAndre Liggins, who scored five points as the Cavs beat the Raptors for the third time this season.