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.

Report: Pistons signing Trey Freeman to partially guaranteed contract

NEW YORK, NY - MARCH 31:  Trey Freeman #20 of the Old Dominion Monarchs shoots between Reid Travis #22  and Anthony Brown #21 of the Stanford Cardinal during the NIT Championship semifinals at Madison Square Garden on March 31, 2015 in New York City.  (Photo by Jeff Zelevansky/Getty Images)
Jeff Zelevansky/Getty Images
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The Pistons will start Reggie Jackson at point guard, and they signed Ish Smith to provide better backup at the position.

The competition for the third point guard spot is heating up.

With Lorenzo Brown and Ray McCallum already signed to unguaranteed deals, Detroit is adding undrafted Old Dominion guard Trey Freeman.

Michael Scotto of Sheridan Hoops:

The Pistons have just 14 players – one shy of the regular-season roster limit – with guaranteed salaries. The final spot will very likely go to a point guard.

Brown and McCallum should be favored in the competition, because they’re more NBA-ready. A president/coach, Stan Van Gundy is more prone to covet the player who can step in immediately.

Freeman’s partial guarantee is likely designed to entice him to play in the D-League for a low base salary. The Pistons can waive him in the preseason and then assign his D-League rights to their affiliate, though he’d become an NBA free agent.

Freeman is working to become a better distributor after playing as a go-to scorer in college. A solid mid-range shooter, he must extend his range beyond the arc. It’d also help if he got to the rim more, and it seems he has the bounce to do that.

For an undrafted player, he has nice tools. They’ll probably just need to be refined in the D-League.

But even if that’s the intention, Freeman at least gives himself a chance first of upsetting Brown and McCallum in the race for third point guard.

Watch the New York Knicks top 10 plays of last season

New York Knicks forward Kristaps Porzingis (6) gets a high five from forward Carmelo Anthony (7) during the fourth quarter of an NBA basketball game against the Charlotte Hornets, Tuesday, Nov. 17, 2015, in New York.  The Knicks won 102-94. (AP Photo/Julie Jacobson)
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With 32 wins and missing the playoffs, last season wasn’t exactly what the Knicks hoped for. However, last season also came with hope in the form of Kristaps Porzingis.

And there were highlights. Check out the team’s Top 10 plays, courtesy NBA.com.

It starts with some Derrick Williams moments, and ends with a Jose Calderon game winner, but there are moments from players the fans actually like in between.

It’s a trend: Russell Westbrook posts video of him singing two more breakup songs

LOS ANGELES, CA - DECEMBER 21:  Russell Westbrook #0 of the Oklahoma City Thunder and Kevin Durant #35 discuss play during the first half against the Los Angeles ClipperLos Angeles Kingsat Staples Center on December 21, 2015 in Los Angeles, California.  NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this Photograph, user is consenting to the terms and condition of the Getty Images License Agreement.  (Photo by Harry How/Getty Images)
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At this point, there is zero chance Russell Westbrook‘s posts are a coincidence.

First. he posted a video of himself singing along to Lil Uzi Vert’s “Now I Do What I Want.”

Then came the shoe ad that was another little jab at now Warriors Kevin Durant.

Now comes Westbrook’s return to karaoke posts, this time singing Taylor Swift’s “We Are Never Getting Back Together” and Katy Perry’s “Wide Awake.”

Apparently, Westbrook and Durant are having one rough teenage breakup.

Fun throwback video: Paul George vicious dunk on LeBron’s Heat

Indiana Pacers' Paul George goes up for a dunk during the second half of an NBA basketball game against the Brooklyn Nets, Friday, Dec. 18, 2015, in Indianapolis. Indiana won 104-97. (AP Photo/Darron Cummings)
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One of the great stories of last season was the return of Paul George to All-Star level form (then to watch him be crucial to the USA winning gold this summer).

It was a great story because vintage Paul George was so great. Watch this throwback video of him blowing by LeBron James and dunking over Chris Andersen from a few years back — this is vicious.

@ygtrece to the rack in the #NBAPlayoffs! #NBAvault

A video posted by NBA History (@nbahistory) on

By the way, if you’re not following NBA history on Twitter and Instagram, you’re doing it wrong.