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.

Seth Curry, Mavs hand Heat third loss in 19 games with 96-89 win

Dallas Mavericks guard Seth Curry (30) shoots against Miami Heat center Hassan Whiteside (21) during the second half of an NBA basketball game in Dallas, Monday, Feb. 27, 2017. The Mavericks won 96-89. (AP Photo/LM Otero)
Associated Press
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DALLAS (AP) — Seth Curry scored 29 points, Harrison Barnes added 24 and the Dallas Mavericks beat Miami 96-89 on Monday night, handing the Heat just their third loss in 19 games.

Curry looked a little like famous older brother Stephen Curry of Golden State by hitting two long 3-pointers in the fourth quarter, the latter giving Dallas a 90-89 lead. The Mavericks rallied from 14 points down in the first quarter and let an 11-point third-quarter lead get away.

Two games after scoring a career-high 31 points in a loss at Minnesota, Curry was 5 of 7 from long range to help the Mavericks improve to 2-0 with forward-center Nerlens Noel, who came from Philadelphia before the trade deadline.

Goran Dragic scored 24 points for the Heat, who went scoreless over the final 4:37 as a three-game winning streak ended.

Hassan Whiteside, a free agent target for Dallas last summer, had 19 points and 19 rebounds. Now the Mavericks are preparing for a future with the 22-year-old Noel, who had a crowd-energizing block from behind on Whiteside and finished with six points and six rebounds.

Dragic finished a 9-0 Heat run with a 3-pointer that bounced high off the front of the rim and went in for an 89-84 lead. But Miami missed its last seven shots, and the Mavericks scored the final six points on free throws after Curry’s go-ahead shot.

Curry scored 11 points in the second quarter, including a three-point play that gave Dallas its first lead at 48-46 after the Mavericks trailed by 14 in the first quarter. He had another flurry late in the third, hitting a long 3 and a pull-up jumper for the final five points as Dallas took a 78-69 lead into the final quarter.

TIP-INS

Heat: C Willie Reed won’t need a boot or crutches to treat bursitis in his right ankle. Coach Erik Spoelstra said Reed was day to day. … The visit to Dallas was the Miami’s last road game against the West this season.

Mavericks: Coach Rick Carlisle said G J.J. Barea is at least a week away from returning from a left calf strain that has sidelined him the past 16 games and for 33 of the 41 games he has missed this season. … G Quinn Cook, undrafted in 2015 out of Duke, made his NBA debut a day after signing a 10-day contract, getting two points and two assists in 17 minutes. … Seth Curry had a big night while his brother had a most miserable one. Stephen Curry was a career-worst 0 for 11 from deep in the Warriors’ win over Philadelphia on Monday.

 

LeBron James shakes off strep throat, leads Cavs past Bucks 102-95

CLEVELAND, OH - FEBRUARY 27: Rashad Vaughn #20 of the Milwaukee Bucks guards LeBron James #23 of the Cleveland Cavaliers during the second half at Quicken Loans Arena on February 27, 2017 in Cleveland, Ohio. The Cavaliers defeated the Bucks 102-95. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Jason Miller/Getty Images)
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CLEVELAND (AP) — LeBron James returned from a bout with strep throat and scored 24 points, Kyrie Irving added 25 and the Cleveland Cavaliers held off the Milwaukee Bucks 102-95 on Monday night.

James missed Saturday’s loss to Chicago – the Cavs fell to 0-4 this season without their superstar – and was listed as questionable before arriving at Quicken Loans Arena. He looked fit from the start, delivering an early dunk and adding one in the fourth that he capped by screaming, “That’s and one!” at MiIwaukee’s John Henson, who fouled him.

James’ dunk triggered an 11-0 run that helped put away the Bucks, who were within 86-85 midway through the fourth.

Malcolm Brogdon scored 20 to lead Milwaukee, and Bucks All-Star Giannis Antetokounmpo scored just nine on 4-of-13 shooting.

The Bucks may have sustained a costly injury as forward Michael Beasley sprained his left knee in the first half. Beasley’s knee buckled grotesquely as he tried to defend James on the baseline. He scored 11 points before going down and had to be helped to Milwaukee’s locker room.

Looking to stay on top in the East, the Cavs signed free agent point guard Deron Williams before the game.

The three-time All-Star gives Cleveland depth, someone to lead its second unit and a reliable backup for Irving. Williams negotiated a buyout of his contract last week with Dallas before being waived and informing the Cavs he wanted to join them and try to win a title.

Cleveland is more than happy to add him to a bench that has improved in the last month with the additions of Kyle Korver and Derrick Williams, who combined for 27 points in the win.

There’s also a chance the Cavs could sign free agent center Andrew Bogut, who was waived by Philadelphia on Monday and is being courted by several teams.

Derrick Williams beat the horn ending the third quarter by dropping a 3-pointer from 35 feet to give Cleveland a 77-73 lead entering the fourth.

The Cavs were down by seven earlier in the quarter before going on a 13-0 run.

TIP-INS

Bucks: Beasley started for G Khris Middleton, who didn’t make the trip as part of the team’s plan to rest him in back-to-back games. He missed three months with a torn hamstring. … G Matthew Dellavedova spent part of the pregame meeting with former Cavs teammates and coaches. He received his diamond championship ring on Milwaukee’s previous visit. … Coach Jason Kidd said it’s a treat getting to watch Antetokounmpo develop. He’s the only NBA player leading his team in points, rebounds, assists, blocks and steals. “It’s a great seat to have,” Kidd said. “When you’re able to see for the last three years, his growth and understanding, how fast he picked up things and how much he wants to be good in this league.”

Cavaliers: Irving became the eighth player in team history with 2,000 career assists. … While James was better, coach Tyronn Lue was under the weather and awaiting results on a strep test. … Deron Williams received a loud ovation when he was introduced during the fourth quarter. He has worn No. 8 throughout his career, but will don 31 for Cleveland. “My first high school number was 31,” he said. “I wanted a single number, but all of them were pretty much taken, so I went with 31.”

 

Dwight Howard pushes Al Horford, gets technical, later ejected for hanging on rim

Atlanta Hawks center Dwight Howard (8) drives past Boston Celtics center Al Horford (42) during the second quarter of an NBA basketball game in Boston, Monday, Feb. 27, 2017. (AP Photo/Charles Krupa)
Associated Press
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It ended up working out for Atlanta — the Hawks went on a 22-11 run after Dwight Howard was ejected, then hung on for a comfortable win 114-98.

Still, Howard found a way to get tossed. He did it two separate technical fouls in the third quarter. The first came when he shoved Al Horford after the Celtic big fouled Howard under the basket (always a smart move rather than give up a dunk).

The next came a few minutes later when Howard slammed then pulled himself up like a pull-up on the rim, an automatic tech every time.

That’s technicals 10 and 11 on the season for Howard. He’s got some work to do to catch up with DeMarcus Cousins, but still he’s racked up a few.

It just didn’t matter on Monday, with Dennis Schroder leading the way with 21 points for the Hawks.

 

DeMar DeRozan drains game winner to cap 37-point night, Raptors beat Knicks 92-91

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With Kyle Lowry out until around the start of the playoffs, a lot is going to be asked of DeMar DeRozan. Monday night at Madison Square Garden, he delivered.

The Raptors needed a bucket as time ran down, not only got the ball to DeRozan but got the switch so Derrick Rose was guarding him, and that allowed the Raptors star to get to his spot, rise up and bury the midrange jumper for the win.

It capped off an impressive 37-point night for DeRozan — he’s going to need to do more of this in the coming weeks.