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.

Four Things to Watch in two Game 7s Sunday

during game six of the Eastern Conference Quarterfinals of the 2016 NBA Playoffs at Time Warner Cable Arena on April 29, 2016 in Charlotte, North Carolina.  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.
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It’s what the playoffs are all about — win or go home Game 7s. Pressure, drama, unlikely stars Sunday is going to have it all. Here are a few things to watch:

1) Can Miami’s jump shooters have another hot game? Dwyane Wade got the headlines (and he earned them) for his Game 6 performance (everyone except purple shirt guy was impressed), but the real key for the Heat to force a Game 7 was they were hitting their jumpers — or at least enough of them. In their three losses, Miami shot 33.7 percent from 3 feet out to the arc, but in Game 6 the Heat shot 43.5 percent in that range, plus knocked down eight threes. The Hornets have packed the paint all series, when the Heat hit their jumpers they win. It’s that simple.

2) Does Kemba Walker have one more big game in him? Walker was fantastic in Game 6 (37 points), and he’s been very good in the Hornets’ victories. He’s going to penetrate and get some shots inside eight feet, but will he be able to finish? And, more importantly, will he hit his threes when they pack the paint on him? If Walker has a huge game, Charlotte very likely moves on.

3) Is Toronto too far into their own head? No team has more pressure on them to advance out of the first round than Toronto after two previous years of getting bounced in the first round, and they will feel that weight at home in Game 7 against Indiana. Will Kyle Lowry and DeMar DeRozan step up with big games in the biggest moments of their careers, or will they succumb to the moment and the Pacers defense? For all the Xs and Os that do matter in this game, how the Raptors handle the pressure will be key.

4) Can the Pacers again get a few quality minutes when Paul George sits? In the Pacers comfortable Game 6 win, George got a rest in the second quarter and the Pacers were +5 while he sat. That was a huge step up from Game 5, where the Pacers were -18 when he was out for less than 7 minutes. If Indiana — by playing some starters such as Myles Turner — doesn’t have a huge bench drop off when George rests a few minutes their odds of winning go way up. We know Paul George can handle the moment.

Spurs demolish Thunder to take Game 1 of second-round series

SAN ANTONIO,TX - APRIL 30: LaMarcus Aldridge #12 of the San Antonio Spurs scores over Steven Adams #12 of the Oklahoma City Thunder during game one of the Western Conference Semifinals for the 2016 NBA Playoffs at AT&T Center on April 30, 2016 in San Antonio, Texas. 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 Ronald Cortes/Getty Images)
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The second round was supposed to be when things got exciting. Instead, the San Antonio Spurs put on an absolute clinic at home, blowing out the Oklahoma City Thunder, 124-92 to take a 1-0 series lead.

Just about everything went in for San Antonio, particularly for LaMarcus Aldridge and Kawhi Leonard, who combined for 63 points. How dominant were they?

Aldridge in particular got anything he wanted against the Thunder. Oklahoma City’s stars were quiet, with Kevin Durant scoring just 16 points and Russell Westbrook 14. San Antonio controlled the game from the start and Oklahoma City never recovered from the opening punch.

It’s hard to imagine Durant and Westbrook are this ineffective again, and hopefully the rest of this series will be a little more competitive. But the Spurs did what the Spurs do, and did nothing to shake the feeling that they’re the favorites to win the west, now that Stephen Curry‘s status is unknown.

Hawks get another playoff shot at King James and Cavaliers

at Philips Arena on April 1, 2016 in Atlanta, Georgia.  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.
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ATLANTA (AP) A year ago, Atlanta’s magical season ended with a resounding sweep by Cleveland in the Eastern Conference final.

Now, the Hawks have another shot at LeBron James and the Cavaliers.

Feeling confident after an opening-round victory over Boston, the Hawks returned to practice Saturday to begin preparations for the best-of-seven series.

Game 1 is Monday night in Cleveland.

The Hawks were the top-seeded team in the East last season after a record 60-win campaign. It didn’t do them much good against the Cavaliers, who steamrolled Atlanta in four straight games.

Even though they slipped to 48 wins and fourth in the conference, the Hawks actually sound a bit more confident heading into this matchup, largely because of their improved defense and rebounding.

Report: Warriors to replace Luke Walton from outside the organization

MILWAUKEE, WI - DECEMBER 12: Interim Coach Luke Walton of the Golden State Warriors talks on the sideline during the second quarter against the Milwaukee Bucks at BMO Harris Bradley Center on December 12, 2015 in Milwaukee, Wisconsin. 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 Mike McGinnis/Getty Images)
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For the second consecutive year, the Warriors have lost their lead assistant to another team. When the Pelicans hired Alvin Gentry during last year’s playoffs, Steve Kerr promoted Luke Walton to associate head coach and added former journeyman big man Jarron Collins to the bench. Now that Walton is headed to the Lakers as their next head coach, the Warriors will go outside the organization to find a replacement, according to ESPN.com’s Marc Stein. And one name that will likely not be in the mix is David Blatt, who very nearly became an assistant under Kerr in 2014 before being offered the Cavaliers’ head job.

Given Walton’s success this season as interim head coach while Kerr recovered from back surgery, this will undoubtedly be the most attractive assistant job in the league.