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.

Warriors will watch Kobe Bryant’s numbers get retired, Lakers might not

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The Lakers will retire Kobe Bryant’s No. 8 and No. 24 at halftime of their game against Warriors tonight.

The road team won’t miss it. The home team might.

Golden State coach Steve Kerr, via Monte Poole of NBC Sports Bay Area:

“I want our guys to see it,” Kerr said Saturday. “It’ll be a pretty cool moment.

“Just to experience of one of the greatest players in the history of the game getting his jersey retired and we happen to be there? I’m not going to keep them in the locker room watching tape from the first half. The players would look at me like I was nuts.”

Lakers coach Luke Walton, via Harrison Faigen of Lakers Nation:

“I hadn’t thought much about [watching the ceremony],” Walton said Sunday. “We’re still deciding how we’ll approach halftime.

“Our first priority is still the job that we have. I’m sure there’s going to be some halftime adjustments we need to make against the Warriors. We’re toying with a couple different ideas to let guys at least see part of it.”

Kerr seems like a pretty cool guy, someone who understands what truly matters. This will be a historic moment, and that can take priority over watching video for one night in a long season.

But he also has the luxury of coaching an all-time great team. Even with Stephen Curry, Draymond Green, Zaza Pachulia and Shaun Livingston injured, the Warriors are favored.

Walton has a young team that needs every break it can get. But he too should embrace the significance of the ceremony. His franchise is.

After reportedly initially being scheduled for pregame, the ceremony will occur at halftime. The NBA implemented a hard 15-minute limit on halftimes this season. Any team not ready will be assessed a delay-of-game penalty. So, lengthy speeches tonight could hinder the current team on the court. And that’s well worth the cost of doing business.

In the same regard, current Lakers watching Kobe’s ceremony would gain pride in being a Laker. There’s real value in that, probably more than in going over adjustments for a December game during a season very likely to end outside the playoffs regardless.

George Hill nails half-court buzzer-beater with less than a second to shoot (video)

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I bet this made George Hill happier.

The Kings still losing to the Raptors, 108-93, probably didn’t, though.

Phil Jackson to miss Kobe Bryant’s jersey retirement Monday

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For one last night, Staples Center will belong to Kobe Bryant on Monday.

Sure, the Warriors are in town to take on the Lakers, but Monday night the Lakers are retiring Kobe Bryant’s numbers — both 8 and 24 — in a halftime ceremony. It’s been the hottest ticket in Los Angeles, with celebrities, luminaries, and regular Lakers fans shelling out a lot of cash to see the Laker legend be honored.

Except, Phil Jackson will not be there, reports Ramona Shelburne of ESPN.

Jackson has been in touch with Bryant in advance of the ceremony to congratulate him, sources said. But he was unable to travel from his Montana home for the ceremony in Los Angeles.

No reason was given (nor does one need to be made public, that’s between Kobe and Jackson).

Jackson coached Kobe to all five of his NBA titles, and while their relationship had its ups and downs — remember Jackson called out Kobe as almost uncoachable in one of his books — they remain close.

 

Three Things to Know: LeBron James racks up third straight triple-double

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Every day in the NBA there is a lot to unpack, so every weekday morning throughout the season we will give you the three things you need to know from the last 24 hours in the NBA. Here’s what you missed on Sunday while practicing your ax throwing in Paris

1) LeBron James has third straight triple-double… and sends equality message. Back in the 2008-09 season, LeBron James strung together three consecutive games of triple-doubles, the season he went on to win his first MVP award. Despite 61 career triple-doubles, he hasn’t had a string like that since.

Until now. LeBron put together three again this week, the most recent coming at the expense of the Washington Wizards on Sunday, a team that had no answer for his playmaking skills. James finished the game with 20 points, 12 rebounds and 15 assists. It wasn’t the most efficient LeBron scoring performance of his career (8-of-23 shooting overall, 2-of-7 from three, his legs looked a little tired on the back-to-back) and he was playing too much in isolation (nearly twice as many possessions as in pick-and-roll). However, down the stretch he was a fantastic playmaker, finding teammates — such as finding the cutting Jeff Green and Kyle Korver — and doing what it took to lift his team to the 106-99 win (Cleveland’s has won five straight and 18-of-19).

LeBron was also sending a message while playing in our nation’s capital: He wore one black and one white of the LeBron 15s, with the word “Equality” on the back of both of them. Good on LeBron, I love that he has found a voice and is comfortable using it.

2) Cavaliers sticking to plan even if he seems ready: Isaiah Thomas should join Cavaliers after the first of the year. Patience. It’s a virtue. Cleveland’s end game is to have another elite playmaker and scorer on the floor in late May and (hopefully) June, not for Christmas Day (no matter who is on the schedule).

Meaning that despite the face Isaiah Thomas is working out and says he and his injured hip feel ready to return, it will be 2018 before he officially pulls on a Cavaliers jersey and takes the court.

This is the smart play by the Cavaliers, who have racked up enough wins not to need to push him. That said, LeBron is carrying a heavy load — he’s played more minutes than anyone in the league so far, and this is his 15th NBA season — and the Cavaliers need to get him some help and rest so he is fresh for the postseason.

3) Detroit ties a franchise record with 17 made threes in win over Orlando. The Pistons are not exactly a great three-point shooting team: They average a middle-of-the-pack 29.3 attempts per game (31.6 percent of their attempts), but at least hit them at a healthy 38.3 percent clip. Detroit does a good job at least of getting corner threes up and knocking them down.

Sunday they were knocking everything down, hitting 17-of-34 threes to tie a franchise record for the most made threes in a game. Anthony Tolliver led the way (5-of-7 from deep) with Reggie Bullock pitching in 4-of-5.

The Pistons have snapped out of their seven-game losing streak to win three in a row now, including a quality win over the Pacers on the second night of a back-to-back.