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.

Nike, Adidas, Under Armour pass on potential No. 1 pick Lonzo Ball

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NBA teams reportedly aren’t dinging potential No. 1 pick Lonzo Ball over all the wild stuff his dad says and does.

Shoe companies are apparently taking a different approach.

Darren Rovell of ESPN:

An endorsement deal with Nike, Under Armour or Adidas is not in the cards for Lonzo Ball.

Ball’s father LaVar confirmed that the three shoe and apparel companies informed him that they were not interested in doing a deal with his son. Sources with the three companies told ESPN.com that they indeed were moving on.

In his meetings with the three, LaVar insisted that the company license his upstart Big Baller Brand from him. He also showed the companies a shoe prototype that he hoped would be Lonzo’s first shoe.

“We’ve said from the beginning, we aren’t looking for an endorsement deal,” LaVar told ESPN. “We’re looking for co-branding, a true partner. But they’re not ready for that because they’re not used to that model. But hey, the taxi industry wasn’t ready for Uber, either.”

“Just imagine how rich Tiger (Woods), Kobe (Bryant), Serena (Williams), (Michael) Jordan and LeBron (James) would have been if they dared to do their own thing,” LaVar said. “No one owned their own brand before they turned pro. We do and I have three sons so it’s that much more valuable.”

Is there more upside in this approach? Yeah, I guess.

But the traditional shoe companies bring valuable infrastructure and experience. There’s value in forfeiting upside for those resources. Lonzo Ball, who has yet to play in the NBA, is also missing out on guaranteed life-changing money.

On the risk-reward curve, this seems like a mistake.

Clippers coach Doc Rivers leaves door open for starting Paul Pierce in Game 6 against Jazz

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The Clippers have four sure-fire starters: Chris Paul, J.J. Redick, Luc Mbah a Moute and DeAndre Jordan.

The fifth spot is up for grabs with Blake Griffin‘s season-ending injury.

Marreese Speights started Games 4 and 5 against the Jazz. Paul Pierce started the second half of Game 5.

Broderick Turner of the Los Angeles Times:

When asked if Marreese Speights or Paul Pierce would start against the Jazz in the best-of-seven Western Conference first-round series in which the Clippers trail 3-2, Rivers said, “Yeah, one of them.”

“Paul was good,” Rivers said. “He’s been good throughout the series overall, I will say that. But he’s got to play better too, especially with his second effort, getting out to the shooters and stuff like that.”

There are no good options here.

Pierce, 39, has looked washed up most of his time in L.A. That the Clippers have outscored Utah by nine points in his 58 minutes seems like a product of small sample size.

Speights starting leaves the Clippers vulnerable at center when Jordan sits, and rather than staggering, maybe they ought to just start differently.

Rivers wants to ease the ball-handling burden on Paul, but one choice to do that – Raymond Felton – would be a defensive liability. Another possibility – Jamal Crawford – would present the same defensive issues and sabotage second-unit scoring.

Austin Rivers could bridge the gap, but he’s just returning from his own injury.

Doc Rivers clearly doesn’t trust Wesley Johnson, and the forward’s Game 5 gaffes won’t change that.

The Clippers’ central problem: They have only one player – Luc Mbah a Moute – who can guard Gordon Hayward and Joe Johnson. When those Jazz forwards share the court, especially in crunch time, the Clippers face one massive mismatch.

Is relying on Pierce a good option? No way. But it also might be the Clippers’ best option.

Did you know Myles Garrett, No. 1 pick in NFL draft, has brother who played in NBA?

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The Cleveland Browns are trying something new: Making smart decisions. That included drafting Texas A&M defensive end Myles Garrett with the No. 1 pick in the NFL draft.

Garrett has NBA ties. His half brother, Sean Williams, was the No. 17 pick by the New Jersey Nets in 2007. Williams played just four years in the NBA, also spending time with the Mavericks and Celtics. He serves as a cautionary tale for Garrett.

Pete Thamel of Sports Illustrated in a 2015 profile of Garrett:

Then there’s Sean Williams, Myles’s older brother by almost 10 years, a pro athlete who accompanied him on an official visit to College Station and served as a role model and mentor. More important, he offered a cautionary tale. “Myles looks up to Sean and loves Sean but knows the things Sean went through and how my mom hated watching her son self-destruct,” says Brea. “Myles never wanted to let my mom down. Honestly, the best thing Sean could have done for Myles was to f— up.”

Myles remembers approaching a Chevrolet Avalanche with smoke pluming from its windows. He was around 12, and as he pleaded with the man inside to stop smoking weed, tears streaked his face. Sean, then a 6’10”, 235-pound shot-blocking power forward for the Nets, had heard his little brother make this request many times before but never heeded him. “Definitely not,” Williams, 28, says when asked if he maximized his potential. “I let bad decisions get in the way, [let] smoking so much get in the way.”

As he got older, Myles played a lot of basketball with Sean, and despite the gaps in age and size, they went at it hard. Along with the stellar genes, Audrey gave her children an edge: “There was no allowing the kids to win in our house, be it Uno or tic-tac-toe. They could have been bums, but they would have been competitive bums.”

Myles idolized Sean. After the Nets picked Sean, Myles spent vacations in New Jersey with him, celebrating when he finally won in video games and when he first dunked on his big brother by grabbing onto him with one arm and tomahawking the ball with the other. In 2011-12, when Sean was playing for the Mavericks, the brothers often squared off at the team facility. One day Sean’s agent, Bernie Lee, got a call from Dallas GM Donnie Nelson. “You have to tell Sean to stop bringing his friend in to play one-on-one,” Nelson told Lee. “We’re scared they are going to hurt each other.” Nelson didn’t know who the friend was but guessed he was Sean’s bodyguard. Myles had just turned 16.

Check out the rest of Thamel’s story for a fuller basketball-colored introduction to Garrett.

Report: Isaiah Thomas scheduled to fly from Chicago to Washington after Celtics-Bulls Game 6

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Isaiah Thomas has played – and played well – in all five games of the Celtics’ first-round series against the Bulls, which Boston leads 3-2.

But he has done so while travelling more than his teammates, flying home to Washington to be with his family after Game 2, following his sister’s death in a car crash. He’ll again make the extra trip after Game 6 tonight.

Adam Himmelsbach of The Boston Globe:

After the Celtics and Bulls play Game 6 at the United Center on Friday night, Thomas is scheduled to fly to Tacoma to attend his sister’s funeral at noon on Saturday. If the Celtics win Game 6, this series will be over. But if Chicago wins, Game 7 will be played in Boston at 1 p.m. on Sunday.

Teams up 3-2 with a road Game 6 in a 2-2-1-1-1 have won Game 6 just over half the time. The Celtics have been inspired to play for Thomas, who is admittedly emotionally exhausted, and I suspect this will only intensify his teammates’ desire to win for him.

I can’t imagine how Thomas has handled such a heavy burden, but it’d be nice if he had a little relief rather than the pressure to return to Boston by early Sunday afternoon.