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.

John Stockton working with Bucks point guards at training camp

SACRAMENTO, CA - APRIL 30:  John Stockton #12 of the Utah Jazz dribbles in Game five of the Western Conference Quarterfinals against the Sacramento Kings during the 2003 NBA Playoffs at Arco Arena on April 30, 2003 in Sacramento, California.  The Kings won 111-91.  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: Jed Jacobsohn/Getty Images)
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The Bucks are coached by one of the greatest point guards in NBA history, Jason Kidd. But Kidd invited another legend of the position to camp to work with his point guards. John Stockton, the NBA’s all-time leader in assists and steals, was at Bucks practice on Thursday working with Michael Carter-Williams, Matthew Dellavedova and Giannis Antetokounmpo.

Not a bad person to learn from, especially since the Bucks have one of the weakest point-guard positions in the league.

Blake Griffin says he’s working on improving his three-point shot

LOS ANGELES, CA - DECEMBER 21:  Blake Griffin #32 of the Los Angeles Clippers shoots a jumper over Serge Ibaka #9 of the Oklahoma City Thunder during a 100-99 loss to the Thunder at Staples Center on December 21, 2015 in Los Angeles, California.  NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this Photograph, user is consenting to the terms and condition of the Getty Images License Agreement.  (Photo by Harry How/Getty Images)
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2016-17 is going to be a big year for Blake Griffin. He missed much of last season with a quad injury and a broken hand stemming from a punching incident, and he has the ability to opt out of his contract next summer. When Griffin was healthy, he was his usual All-Star self for the Clippers, but he played just 35 games. He’s healthy now, at the start of training camp, and he says he wants to improve his three-point shot.

From Dan Woike of the Orange County Register:

“I want to be someone who shoots from there confidently, for sure,” Griffin said after Thursday’s practice at UC Irvine’s Bren Events Center. “A lot of us power forwards, our strength is inside or our versatility. You look at the best power forwards, Anthony Davis, LaMarcus (Aldridge), Draymond (Green) … they can all shoot but they can all put the ball on the floor and they can all score inside. I don’t necessarily think falling in love with the 3-point shot is a good idea, but shooting it confidently from there is great.”

Not only has Griffin not hit his threes in his career (his overall mark from beyond the arc is an awful 27.1 percent) but he doesn’t take very many of them. The most threes he’s ever shot in a season is 44 in 2013-14, and he hit 12 of them. Griffin is only 27, so he’s theoretically not done improving as a player, but it’s hard to imagine a dramatic jump this far along when that hasn’t been a part of his game at all to this point.

 

Steve Kerr endorses shorter preseason to limit back-to-backs

OAKLAND, CA - JUNE 19:  Steve Kerr of the Golden State Warriors speaks to members of the media after being defeated by the Cleveland Cavaliers in Game 7 of the 2016 NBA Finals at ORACLE Arena on June 19, 2016 in Oakland, California. 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 Thearon W. Henderson/Getty Images)
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There are too many preseason games. The NBA has its reasons for playing them — namely, to allow for games in non-NBA markets — and sometimes they can be valuable for teams to experiment with rotations. But most teams play seven or eight preseason games, which is unnecessary. Warriors coach Steve Kerr agrees, according to the San Francisco Chronicle‘s Connor Letourneau:

“I kind of like the idea that’s been tossed around the last couple summers to start the regular season a little earlier, maybe a week early,” Kerr said Thursday afternoon after Warriors practice. “Play five exhibition games instead of eight. I kind of like that, just so you have fewer back-to-backs in the regular season.”

The NBA has floated the idea in the past of cutting the number of preseason games in order to stretch out the regular season, thereby lessening the burden of travel and back-to-backs. The NBA has made an effort this season to cut down on back-to-backs, and this would be a logical way to do that.

Hornets’ Batum won’t let big contract affect how he plays

MIAMI, FL - APRIL 20: Nicolas Batum #5 of the Charlotte Hornets drives on Joe Johnson #2 of the Miami Heat  during game two of the Eastern Conference Quarterfinals of the 2016 NBA Playoffs at American Airlines Arena on April 20, 2016 in Miami, Florida. 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 Ehrmann/Getty Images)
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CHARLOTTE, N.C. (AP) Nicolas Batum said he isn’t planning to alter how he plays the game after signing a five-year, $120 million contract with the Charlotte Hornets.

And that’s just fine with coach Steve Clifford.

Clifford said Batum doesn’t need to put additional pressure on himself to score just because he’s now the highest-paid player in Hornets history. He told him to play how he plays.

“You don’t change the nature of how you play. I think guys get messed up with that,” Clifford said. “… I don’t think you try to reinvent yourself because the money changed. We gave him the money because he played so well. In my opinion he was an All-Star-caliber player last season when healthy.”

Batum was acquired in a trade with Portland before last season and turned out to be a gem for Charlotte, which won 48 games and tied for the third-best record in the Eastern Conference. Batum averaged a career-high 14.9 points and 5.6 assists while becoming one of the team’s top three go-to options.

Batum said he’s learned from experience that it’s not worth putting pressure on himself just because he signed a big contract.

He did in that 2012 after inking a four-year, $46 million deal to remain with the Portland Trail Blazers. While he still played well, he said it was pointless.

“I was a young guy at the time and I didn’t know what to expect,” Batum said. “Now I know. I know what I have to go through right now. I know what the views of the media and the public will be. I know that, and I’m good with it.”

For Batum, pressure no longer enters the equation because the Hornets trust him and believe in him.

“It’s more relief than pressure,” Batum said.

The Hornets made re-signing him their No. 1 priority, offering the Frenchman a huge deal about an hour into the free-agency signing period. Batum also received several offers from other teams shortly after the deadline, which he called flattering.

The 6-foot-8, 200-pound Batum enters the season as Charlotte’s best all-around player and a favorite among teammates.

“Guys are so much more comfortable when he’s out there on the floor because he makes it so much easier at both ends,” forward Marvin Williams said.

Williams said there’s a naturalness to Batum’s game, and he’s incredibly unselfish – he’s always looking for the better shot option.

“He likes to make the assist, and he likes to get everyone involved,” Williams said. “I think that is why so many people like playing with him. It’s why I love playing with him.”

And why Clifford views him as irreplaceable.

When Batum went down in the second half of last season with an ankle injury, the Hornets struggled to find their rhythm.

“He’s not a numbers guy to me,” Clifford said. “People can say, `Well, he’s making this or he’s making that (much money),’ but if he plays at the level he played at last year when he was healthy, we have a chance to be a really good team.”

The Hornets continue to work on 5-on-5 scrimmages extensively during practice as Clifford gets a feel for his team.

But there were several key players missing on Thursday.

Point guard Kemba Walker (knee) and center Cody Zeller (knee) remained out of practice while rehabbing from injuries. Guard Jeremy Lamb did not practice after stepping on a basketball and twisting his ankle, while Brian Roberts was held out after injuring his hamstring when he slipped on some water on the court. Clifford said he hopes to have Lamb and Roberts back in a few days.