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

93 Comments

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.

DeMarre Carroll was playing through a litany of injuries in playoffs

TORONTO, ON - MAY 23: DeMarre Carroll #5 of the Toronto Raptors defends LeBron James #23 of the Cleveland Cavaliers in the first quarter in game four of the Eastern Conference Finals during the 2016 NBA Playoffs at the Air Canada Centre on May 23, 2016 in Toronto, Ontario, Canada. 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 Vaughn Ridley/Getty Images)
Getty Images
Leave a comment

Toronto’s DeMarre Carroll was unquestionably terrible in the Eastern Conference Finals.

He shot just 30 percent overall and 19 percent from three. They brought him in as a “3&D” guy to slow down players like LeBron James, but he didn’t even register as a pest on LeBron’s radar. Heck, at one point Richard Jefferson blew past Carroll on the drive.

But as always, there is context. Remember that Carroll came back from knee surgery just for the playoffs, and that was far from the only injury he was dealing with, reports Bruce Arthur of the Toronto Star.

Apparently Carroll had everything but leprosy.

Did the gamble pay off? Carroll didn’t play well all playoffs, but the Raptors did reach the Eastern Conference Finals. It depends on perspective.

But Carroll needs to get healthy this summer and earn that $45 million over three years still left on his deal.

DeMar DeRozan doesn’t sound like guy looking to leave Toronto

TORONTO, ON - MAY 27:  DeMar DeRozan #10 of the Toronto Raptors reacts in the third quarter against the Cleveland Cavaliers in game six of the Eastern Conference Finals during the 2016 NBA Playoffs at Air Canada Centre on May 27, 2016 in Toronto, Canada. 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 Vaughn Ridley/Getty Images)
Getty Images
5 Comments

DeMar DeRozan will be a free agent come July 1, and in a market flooded with money he’s going to have options. His name has been linked through rumors to his hometown Lakers all season, but they will be far from the only team making a call.

However, DeRozan doesn’t sound like a guy looking to leave Toronto.

He has said multiple times before how much he wanted to finish what was started north of the border and how much he loved the team and city. He said all of it again after the Raptors were eliminated from the playoffs by the Cavaliers on Friday. Check out this exit interview quote when DeRozan was asked if he could find a better situation than the one he’s in, via Zach Harper at CBSSports.com.

“I don’t think so,” DeRozan said. “My mindset has always been Toronto. I always preached it. I was passionate about it when we was losing. When we was terrible, I said I’m going to stick through this whole thing and I want to be that guy who brings this organization to where it is now. I definitely don’t want to switch up after we win.”

Or this.

But how appealing is Los Angeles?

“How appealing? I grew up in L.A.,” DeRozan said. “That’s my home. There’s not a part of L.A. I haven’t seen. I don’t get caught up into it. I let whoever comes up with that say what they want to say. Only thing appealing to me is the things I’ve done in this organization and the things that can be done here. And that’s always been my mindset.”

What should you read into this? If the money is equal, he’s going to choose Toronto over Los Angeles or any other destination.

But make no mistake, this is about the money. In most summers I would not say DeRozan is a max player, but in this summer with so much money flooding the market someone is going to offer it — and it’s probably the Raptors. Despite the holes in his game — lack of outside shooting, inconsistent defense — if the Raptors lose him for nothing they take a big step back. I expect next season he will be putting on a Raptors jersey again.

But July is always an unpredictable month.

Report: Raptors to begin contract extension talks with coach Dwane Casey

CLEVELAND, OH - MAY 25:  Dwane Casey of the Toronto Raptors looks on from the sideline in the first quarter against the Cleveland Cavaliers in game five of the Eastern Conference Finals during the 2016 NBA Playoffs at Quicken Loans Arena on May 25, 2016 in Cleveland, Ohio. 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 Andy Lyons/Getty Images)
8 Comments

Entering the season, Dwane Casey’s seat was a little warm. He was not hired by the GM now in charge, and last season the Raptors had taken a step back, especially defensively.

After Toronto just ended the greatest season in franchise history — 56 wins and a trip to the Eastern Conference Finals — Casey’s job is safe. In fact, the Raptors want to make sure he sticks around a while longer, reports Marc Stein at ESPN.

The Raptors and coach Dwane Casey are expected to soon begin talks on a contract extension, league sources said Friday night after Toronto’s season ended with a 113-87 loss to the Cavaliers in Game 6 of the Eastern Conference finals.

Casey has one season left on his current contract at the Raptors’ option for $4 million next season.

Both sides want to get a deal done, which usually means things happen quickly.

This is a smart move by the Raptors, clearly Casey connects with this team and knows how to get the most out of them, and he adapted well in the playoffs looking for rosters and lineups that worked. He’s the right coach for this team.

Pelicans’ rookie guard Bryce Dejean-Jones has died at age 23

NEW ORLEANS, LA - FEBRUARY 04:  Bryce Dejean-Jones #31 of the New Orleans Pelicans drives to the basket during the first half of a game against the Los Angeles Lakers at the Smoothie King Center on February 4, 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 and conditions of the Getty Images License Agreement.  (Photo by Stacy Revere/Getty Images)
11 Comments

This is a sad and stunning development.

Bryce Dejean-Jones, the rookie guard of the New Orleans Pelicans, has died, the Dallas, Texas, County Coroner has confirmed to NBC Sports. Travis Hines of the Ames Tribune broke the news.

Dejean-Jones was just 23.

“It is with deep sadness that the Pelicans Organization acknowledges the sudden passing of Bryce Dejean-Jones,” the Pelicans’ organization said in a statement. “We are devastated at the loss of this young man’s life who had such a promising future ahead of him. Our thoughts and prayers are with Bryce’s family during this difficult time.”

“The NBA family mourns the tragic loss of New Orleans Pelicans guard Bryce Dejean-Jones,” the league said in its statement. ” Bryce inspired countless people with his hard work and perseverance on his journey to the NBA, and he had a bright future in our league. Our thoughts and sympathies are with Bryce’s family and the entire Pelicans organization during this difficult time.”

The coroner’s office would not give a cause of death, but Shams Charania of The Vertical at Yahoo Sports had the tragic detail.

The account of him being shot has been confirmed by multiple sources, including the Dallas Police Department, which released an incident report to the Dallas Morning News. Here is that report:

“On May 28, 2016, at approximately 3:20 a.m., Dallas officers responded to the 2500 block of Bennett Avenue regarding a shooting. Upon arrival officers found one individual had been shot. The resident of the apartment reported that an individual had kicked open the front door and entered his apartment. The resident, who was asleep in the bedroom, heard the individual enter and retrieved a handgun. He stated he called out to the individual, but was not answered. As the individual kicked the bedroom door, the resident fired his gun. The individual left the apartment and collapsed in the breezeway. The individual was transported to a local hospital where he died from his injuries. This offense is documented on case number 127685-2016 and Dallas Police Homicide is conducting an investigation.”

There are rumors Dejean-Jones went to the wrong floor of the apartment building where his girlfriend — or ex-girlfriend — lived. As someone who spent years as a crime and police reporter, let’s just say I come at these initial police reports of incidents — and what people tell the police — with a critical eye.

Understandably, players who knew Dejean-Jones are grieving.

Dejean-Jones was undrafted out of Iowa State, he was picked up on a 10-day contract by New Orleans this season, but the rash of injuries the Pelicans suffered pushed him into a starting role for 11 games. He averaged 5.6 points, 3.4 rebounds, and 1.1 assists per game, and to his credit did shoot 37.5 percent from three. On Feb. 19 he took a hard fall and fractured his wrist, which eventually required surgery and ended his season. He was a guy known for attitude problems at the start of his college career at USC the UNLV, but had seemed to mature and his game had as well. He looked like someone who could stick as a reserve guard in the NBA.

Our thoughts go out to his family and friends.