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

93 Comments

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.

Jimmy Butler on Marcus Smart dustup: ‘He’s not about that life. So, he’s calming down’

Leave a comment

Marcus Smart and Jimmy Butler had to be separated during the Celtics’ Game 4 win over the Bulls after Smart pushed Butler, who was hounding him defensively in the backcourt.

Butler:

As far as the Marcus Smart situation goes, he’s a great actor. Acting tough, that’s what he does. But I don’t think he’s about that, and I’m the wrong guy to get in my face. So, he needs to take it somewhere else because I’m not the one for that.

Was that their first run-in? Butler:

That’s the first time. Last time, too. We’re not going to sit here and get in each other’s faces like that. Like I said, he’s not about that life. So, he’s calming down.

The Bulls, who’ve lost two straight to allow Boston to tie the series 2-2, is angling for any edge. Butler tried to intimidate Smart on the court, and the Chicago wing might actually rattle the too easily shakable Smart with his postgame comments.

The irony: Some might say Butler, who did come up hard, lost touch with his roots as he entered stardom. I don’t buy that, at least not majorly.

But even if both – or neither – are posturing to any degree, this will be a matchup to watch in Game 5.

Remembering former NBA official Jess Kersey, who passed away Saturday

Leave a comment

Jess Kersey, who officiated more than 2,200 NBA games, including being part of 19 NBA Finals, passed away over the weekend, losing his battle with cancer at age 76.

Kersey was a well-respected official who feared nothing. Maybe the most remembered image of Kersey is him trying to break up a fight between Mitch Kupchak and Hakeem Olajuwon, essentially trying to tackle Olajuwon with his head in Olajuwon’s chest and his arms wrapped around him. Kersey got in the middle of everything if that was what was required.

Our thoughts go out to the Kersey family for their loss.

Bulls Fred Hoiberg complains Isaiah Thomas gets away with palming. Thomas shrugs.

1 Comment

The Boston Celtics have evened their series with Chicago Bulls, and more than that seem to have been able to take the Bulls best punch and now are responding.

At the heart of that is Boston All-Star Isaiah Thomas, who had 33 points on Sunday. He was attacking and getting into the heart of the Bulls defense all night, telling Michael Carter-Williams “you can’t guard me” so many times Thomas got a technical. Thing is, Thomas was right. No Bull has been able to guard Thomas the past two games.

Bulls coach Fred Hoiberg said the reason for that is the officials let him get away with a palming the ball when dribbling. Via Vincent Goodwill of CSNChicago.com (video above).

“Let me say this: Isaiah Thomas is a hell of a player, an unbelievable competitor, a warrior, everything he’s going through right now. He had a hell of a game tonight,” Hoiberg said. “When you’re allowed to discontinue your dribble on every possession, he’s impossible to guard. Impossible to guard. When you’re able to put your hand underneath the ball, take two or three steps and put it back down. It’s impossible to guard him in those situations.”

I liked the follow-up comment from the reporter (not on the video), which was essentially “the league doesn’t call that on anyone, so that’s your complaint?” Thomas doesn’t get away with palming any more than any other ball handler in the league. If you want to define the rule by a 1950s standard then yes, he does carry, but so does pretty much every Bulls’ ball handler. So does 3/4 of the league by that measure.

Fortunately, Hoiberg never had to coach against Allen Iverson or he might have completely lost it watching him dribble.

This came off as a desperation ploy by Hoiberg. Or it was the worst attempt ever at a “take that for data” rant ever.

Thomas, for his part, basically shrugged when told about it.

When told about Hoiberg’s comments, Thomas said, “That’s not the reason. It is what it is. I guess (Hoiberg) is just going to continue to say it. I’ve been dribbling that way my whole life, I don’t know what to say to that.”

Joe Johnson dominates late, Jazz beat Clippers 105-98 to even series 2-2

Getty Images
1 Comment

Rudy Gobert was back at center, giving the Jazz an emotional boost and someone who can match up with DeAndre Jordan (although Gobert wasn’t moving like his normal self).

Gordon Hayward had to leave the game with food poisoning.

It didn’t matter, the Jazz had Joe Johnson. The veteran forward who knows how to get buckets scored or assisted on 20 straight points for Utah in the fourth, sparking a run that got the Jazz a 105-98 come-from-behind win.

The series is now tied 2-2, heading back to Los Angeles for Game 5 Tuesday.

When people talk about Johnson, the first thing that seems to come up is the oversized contract Atlanta gave him, but they forget this is a seven-time All-Star. He was nicknamed “iso-joe” because of how Mike Woodson’s offense used him heavily in isolation for the Hawks, but that was playing to the strength of his skill set. He can get buckets. Just ask the Clippers, as Johnson finished with 28.

The return of Gobert, a quietly strong game from Derrick Favors, plus maybe something else (like the heavy load last game) seemed to wear on DeAndre Jordan, who was not as sharp as normal in this one. The Clippers again leaned on Chris Paul — 27 points, 12 assists, nine rebounds — and Jamal Crawford who had 25 points off the bench. However, take those two out of the equation and the rest of the Clippers shot just 34.2 percent against that elite Jazz defense. In the fourth quarter, the entire Clippers’ team shot 31.4 percent total.

Utah got good performances from their role players, who stepped up with Hayward out. Rodney Hood had 18 points and some key buckets in the fourth. Then there was Joe Ingles, who defended CP3 for stretches, was a force getting where he wanted on the pick-and-roll leading to 11 assists, plus he had two key threes down the stretch.

The Clippers clearly missed Blake Griffin in some of these matchups, but Los Angeles is going to have to adjust to that in this series because he’s not returning.

This series is even and feels like it may well go seven. The Clippers have two out of the remaining three at home, and they have the best player in the series in Chris Paul. All that may not be enough if the Jazz role players keep stepping up.