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.

Gallinari ready to take big role in new Nuggets offense

Danilo Gallinari, Jimmy Butler
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DENVER (AP) — Danilo Gallinari wants everyone to know this: His surgically repaired left knee, the one that took three procedures to fix and nearly two seasons to fully trust, no longer bothers him.

The Denver Nuggets forward doesn’t need to be on any sort of minutes restriction. He doesn’t need days off during the season. And he certainly doesn’t need to be coddled.

He’s Gallo again, the hard-to-guard Italian playmaker who can knock down the 3-pointer just as easily as drive to the hoop or even post up. He believes he will fit in quite nicely into new coach Michael Malone’s system.

“The thing I’m focused on is trying to get (this team) back to the same level that the Nuggets were when I got to Denver, when we were going to the playoffs easy. When we were clinching a playoff one or two weeks before the season was over,” said Gallinari, who was acquired in the 2011 blockbuster deal that sent Carmelo Anthony to the New York Knicks. “We need to get back to that level.”

Almost seems so long ago, given that the Nuggets have missed the playoffs two straight seasons after consistently making it for nearly a decade.

Gallinari returned last season for the first time since blowing out his knee in a game on April 4, 2013. His minutes were closely monitored early in the season. He never really got completely on track until late last season, when he averaged 20.5 points over the final 10 contests, including a career-high 47 against Dallas. He’s hoping to carry that kind of confidence this season.

“I’m good to go. I was good to go as soon as the beginning of last year,” Gallinari said. “I was not on the same page with the coach that we had.”

That would be Brian Shaw, who was fired last March after 1 1/2 seasons in charge and going 56-85. Exactly why he wasn’t on the same page with Shaw, well, Gallinari preferred the past remain the past.

“I’m ready to play the new season,” he said. “We need to win games, and get back to the same level we were before.”

Gallinari thinks the Nuggets have the personnel to do just that, especially with a rookie point guard in Emmanuel Mudiay and Gallinari’s knee feeling better than it has in a while. He feels like he has some ground to make up, too, since he said that knee robbed him of some of his prime.

“Playing my best basketball right before I got injured,” the 27-year old said. “Now, we’re back to the same level, hopefully better.

“My knee has been feeling great. It felt great last year. Feeling great during the summer. Feeling great now. I just feel good.”

He spent the summer playing for the Italian team at the EuroBasket tournament, where he averaged nearly 18 points a game. In those games, Gallinari saw quite a bit of time at the four spot on the floor, forcing teams to either use a bulkier big man to cover him and risk getting burned on a drive or a smaller player that Gallinari could simply shoot over.

Malone plans to employ a similar type approach, something they discussed over gelato when the coach visited Gallinari in Italy soon after he was hired.

“He’s 6-foot-10. He can handle the ball. He can play pick-and-roll. He can stretch the floor and shoot the 3,” Malone said. “There’s not a lot he can’t do offensively.”

Gallinari wants the responsibility of being the go-to player for the Nuggets this season, especially at crunch time.

“I’ve always been trying to do that, since I came to Denver,” Gallinari said. “That’s what I like to do. I feel good filling those shoes.

“I want to have the ball in my hands. I do want to have the ball in my hands a lot more.”

Knicks’ Rookie Jerian Grant gets up, throws it down (VIDEO)

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The Knicks did well trading for Jerian Grant on date night — he’s going to be able to walk in this year and play quality minutes off the bench.

And, he can get up and throw it down.

Carmelo Anthony had 18 points to lead the Knicks to a 94-88 win over the Sixers.