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.

Gordon Hayward’s agent says return this season unlikely

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Wednesday night in Boston Gordon Hayward underwent surgery to repair his dislocated ankle and fractured tibia suffered just five minutes into the season-opening game, a gruesome injury that put a pall over the rest of the night.

There had been hope from some Celtics fans that Hayward could return this season, likely for the playoffs, but now that the surgery is complete Hayward’s agent told Adrian Wojnarowski of ESPN not to expect him back until next season.

This shouldn’t be a surprise to anyone who saw the injury. Hayward is in the first year of a four-year deal with the Celtics, they were always going to choose a cautious path rather than rush him back. Under Danny Ainge Boston has always taken the long view, even with all their moves this summer — specifically bringing in Hayward and Kyrie Irving — the target was to be the team set up for next as LeBron James and the Cavaliers faded. That plan does not change now.

Earlier in the day, Hayward had sent a video message out to Celtics fans thanking them for their support in the past 24 hours.

Without Hayward, the Celtics now will focus more on smaller lineups, rookie Jayson Tatum will get more run, as will Marcus Smart in his contract year. Jaylen Brown will be thrust into a more significant role. Also, Kyrie Irving will be asked to do more as the team’s second-best playmaker is now out for the season.

The Celtics will take a step back this season without Hayward, who was going to be crucial for them on both ends of the floor. That’s evidenced by their 0-2 start, falling to the Cavaliers and Bucks on the first couple nights of the season. Boston should still be a team well above .500 and in the playoffs, but they will not be quite the same this season.

Trail Blazers beat Suns by 48, biggest season-opening rout in NBA history

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Any controversy over C.J. McCollum‘s suspension for the season-opener should be put to rest. The Trail Blazers fared fine without him.

More than fine.

Portland beat the Suns, 124-76, Wednesday. The 48-point margin is the largest ever in a season opener, even as the Trail Blazers let a 58-point fourth-quarter lead dwindle.

Here are the most lopsided season-openers in NBA history (openers for both teams appearing twice):

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The 48-point defeat is also the Suns’ worst lost in franchise history, topping a 44-point loss to the Seattle SuperSonics in 1988. It could be a long year in Phoenix.

Marcus Smart and Matthew Dellavedova scrap (video)

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Marcus Smart and Matthew Dellavedova thrive on aggravating opponents, so when matched up, of course they aggravated each other.

Deduct points from Smart for pulling the hold-me-back charade behind a referee. Plus, Dellavedova’s Bucks beat Smart’s Celtics, 108-100.

Report: ‘Tremendous concern’ for Jeremy Lin’s knee injury

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The Nets’ projected record this season came under greater scrutiny when the Celtics traded Brooklyn’s unprotected first-round pick to the Cavaliers in the Kyrie Irving trade. After finishing third-to-last and last the previous two years, were the Nets poised to take a step forward, or would they convey a very high pick to the Cavs?

Jeremy Lin, who missed 46 games last season, getting healthy was a reason for optimism in Brooklyn and pessimism in Cleveland. But it appears the veteran guard could be out a while.

Adrian Wojnarowski of ESPN:

Billy Reinhardt of Nets Daily:

If the injury is as bad as feared, what a bummer for Lin. He came to Brooklyn expecting to play a leading role on a developing team, and he just can’t stay healthy.

The Nets were probably more focused on developing their younger players, but – especially without their own draft picks – there was no harm in shooting for the playoffs. This appears to a blow to that (already unlikely) dream.

It’s a boon to the Cavaliers, though. And whenever something significantly affects LeBron James‘ team, it has ramifications into the entire power dynamic of the Eastern Conference. For an injury to a player on a team most expect to be bad, the medical developments here will be tracked closely around the league.