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


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 as DeMar DeRozan drop 40, lead Raptors to 109-91 win over Pistons

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TORONTO (AP) — DeMar DeRozan scored 40 points and Jonas Valanciunas added a career-high 32 as the Toronto Raptors opened their season with a 109-91 victory over the Detroit Pistons on Wednesday night.

DeRozan made a career-high 17 field goals on 27 shots and was a perfect 6 for 6 from the free throw line, while Valanciunas was 10 for 15 from the field to go along with 11 rebounds. Valanciunas’ previous career high was 31, also against the Pistons, on Jan. 12, 2015.

Tobias Harris had 22 points and Marcus Morris had 17 points and nine rebounds for the Pistons, who lost for the eighth time in their last 11 games against Toronto.

DeRozan broke Vince Carter‘s opening-night record of 39 points, set against the-then New Jersey Nets in 2003. Alvin Robertson is the only other Toronto player to record a 30-point opening-night game, in the franchise’s first-ever game, also against New Jersey, in 1995.

Pascal Siakam, drafted 27th overall in June, became the first Toronto rookie to start a season opener since Valanciunas in 2012, and rose to the occasion, hauling in nine rebounds to go along with four points in 21 minutes.

Despite falling into a seven-point deficit 2:09 into the game, the Raptors went in front on a jumper by DeRozan with 6:47 to go in the first quarter and led the rest of the way.

DeRozan and Valanciunas steadied the ship in the opening quarter, driving to the basket and drawing fouls. They were a combined 13 for 13 from the free throw line and scored 15 and 10 points, respectively, as the Raptors took a 33-23 lead after one quarter.

While Detroit responded against Toronto’s reserves in the second, drawing within four points early on through Morris, Valanciunas returned to the game and added another 11 points as the Raptors pulled into a 58-46 halftime lead.

DeRozan provided much of the fireworks in the third quarter, scoring 21 points as Toronto pulled away to lead 86-71 going into the final 12 minutes.


Pistons: C Andre Drummond took a hard elbow to the face from Valanciunas at the start of the game and remained down on the court. Detroit was forced to burn a full timeout, but Drummond returned to the court. . Henry Ellenson, Detroit’s first-round draft pick last June (18th overall) went scoreless in two minutes of play, while second-round selection Michael Gbinije (49th overall), had two points in two minutes.

Raptors: C Lucas Nogueira (ankle) sat out. . DeRozan started his franchise-record eighth straight season opener, breaking a tie with Carter. . Kyle Lowry‘s basket with 3:58 remaining in the first quarter broke the monopoly of Valanciunas and DeRozan, who had scored all the points up to that point. . First-round draft pick Jakob Poeltl became the first Austrian to play in the NBA. He finished with two points in 13 minutes. . Oct. 26 is the earliest date that Toronto has ever had a home opener. . The Raptors are 13-9 on opening night and have won four straight.


PBT Extra: Spurs showed Warriors have work to do defensively

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Nobody expected what happened Tuesday night in the Bay Area.

If you had said “San Antonio would beat Golden State by five” most people would have said that’s a possibility — but nobody saw a 29-point thrashing. A game where the Spurs were never threatened and where Kawhi Leonard looked like the MVP.

What does it mean? In this PBT Extra I talk about how the Spurs showed the Warriors they have some work to do on the defensive end. The Warriors clearly miss the rim protection and rebounding of Andrew Bogut, and they are going to have to make that up as a team (because Zaza Pachulia is no Bogut). The Warriors also have 81 more games to figure it out.

Cleveland, on the other hand, has it figured out.



Anthony Davis becomes first player since Michael Jordan to score 50 in opener – and adds 16-5-7-4

NEW ORLEANS, LA - OCTOBER 26:  Anthony Davis #23 of the New Orleans Pelicans shoots over Will Barton #5 of the Denver Nuggets during the second quarter at the Smoothie King Center on October 26, 2016 in New Orleans, Louisiana. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms of the Getty Images License Agreement. (Photo by Sean Gardner/Getty Images)
Sean Gardner/Getty Images

An astounding 86% of general managers said one year ago Anthony Davis was their preferred choice to build a franchise around.

An underwhelming season by the Pelicans put Davis in a strange light, and he ended the year sidelined due to injury.

Asked the same question this year, general managers gave Karl-Anthony Towns took a plurality of votes. Davis also plunged behind Kevin Durant and LeBron James.

Well, Davis sent a message to those who no longer view him as an elite franchise cornerstone. His opening-night performance:

  • 50 points
  • 16 rebounds
  • 5 assists
  • 7 steals
  • 4 blocks

The last player to score 50 in a season opener was Michael Jordan in 1989. No player since at least 1983-84 has matched Davis’ stat line across the five major categories in any game.

Yes, New Orleans lost – 107-102 to the Nuggets. But Davis’ teammates shot 36% from the field and 18% on 3-pointers.

Davis produced an all-time great individual performance. That the rest of the Pelicans couldn’t keep up says only so much.

He just knows how to make a splash in season openers.

76ers on blocking anthem singer wearing ‘WE MATTER’ jersey: ‘We use our games to bring people together’

BEVERLY HILLS, CA - AUGUST 01:  Actress Sevyn Streeter speaks onstage during the 'Ringside' panel discussion at the TV One portion of the 2016 Television Critics Association Summer Tour at The Beverly Hilton Hotel on August 1, 2016 in Beverly Hills, California.  (Photo by Frederick M. Brown/Getty Images)
Frederick M. Brown/Getty Images

Sevyn Streeter said the 76ers prevented her from singing the national anthem at tonight’s game because she was wearing a “WE MATTER” jersey:

76ers statement:

“The Philadelphia 76ers organization encourages meaningful actions to drive social change. We use our games to bring people together, to build trust and to strengthen our communities. As we move from symbolic gestures to action, we will continue to leverage our platform to positively impact our community.”

This is a continuation of Carmelo Anthony‘s argument: The emphasis should be on action in communities and there’s no longer a place for gestures like Colin Kaepernick kneeling.

But this needn’t be an either/or discussion. Community-based action is obviously important (though don’t assign responsibility to NBA players to fix racism). Recognizing the width and depth of the problem is necessary – which is why symbols matter, too.

Take Street’s shirt at face value. “We matter.” “Black lives matter.” What’s so offensive about that? There is no implicit “more” attached.

Yet, the 76ers found it antithetical to their brand.

This is why the widespread “unity” message preached by arm-locking NBA players left so much to be desired.

To the 76ers, unity meant silencing Streeter.

Is that what players were demonstrating on behalf of during the preseason? I’m sure that arena was much more united with a 76ers dancer singing the anthem than it would have been with Streeter spotlighted. But sometimes divisiveness is necessary to advance a cause.

If the 76ers don’t want Streeter using their platform to say “WE MATTER,” that’s their right. Not everyone has to support that choice, though.