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.

Really? Online petition started to change name of Durant, Oklahoma, to Westbrook.

OAKLAND, CA - MAY 30:  Kevin Durant #35 of the Oklahoma City Thunder stands on the court in Game Seven of the Western Conference Finals against the Golden State Warriors during the 2016 NBA Playoffs at ORACLE Arena on May 30, 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 Ezra Shaw/Getty Images)
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Durant, Oklahoma, is a city of just more than 15,000 people in the southern part of the state. It is the capital of the Choctaw Nation of Oklahoma, and it was named after its Choctaw founder, Dixon Durant.

But some people in Oklahoma are not high on the name Durant, lately. Kevin Durant decided to bolt the Oklahoma City Thunder for the Golden State Warriors this summer, and some Thunder fans feel betrayed. Understandably. Durant was well within his rights, but if you’re a Thunder fan and you’re not hurt by this it would be strange.

Still, you have to hope what follows is satire. It reads like it.

Oklahoma’s Ryan Nazari created a Change.org petition asking the city of Durant be renamed the city of Westbrook. As in Russell Westbrook. The guy who signed a contract extension to stay in Oklahoma (for just one extra year, but still). Read the petition below and tell me it doesn’t sound like satire.

“Ladies and gentlemen, the great state of Oklahoma has been betrayed. As many of you know, Kevin Durant has left our state, torn out our hearts, and left our beloved Oklahoma City Thunder in depleted shape. All of this after even being offered a cabinet position for the State of Oklahoma. It is because of this heinous action that I believe the State of Oklahoma has a responsibility to change the name of the City of Durant to Westbrook, the man who is loyal, whom we believe in, and who will lead our team to glory. Yes, it is understood that the city Durant was not named after the evil Kevin Durant, but it is just another hideous reminder of what happened to our community.”

As of this writing, he had reached his goal of having more than 1,000 people sign on.

Maybe it’s satire, but it’s more creative than burning a jersey.

Obviously, the name of the city is not changing. If people want to live in Westbrook, they should move to Maine.

Way too early look: Who could make up USA’s 2020 Tokyo Olympic basketball team?

RIO DE JANEIRO, BRAZIL - AUGUST 21:  Jimmy Butler, Kevin Durant, DeAndre Jordan and Kyle Lowry #7 of United States stand on the podium after defeating Serbia in the Men's Gold medal game on Day 16 of the Rio 2016 Olympic Games at Carioca Arena 1 on August 21, 2016 in Rio de Janeiro, Brazil.  (Photo by Elsa/Getty Images)
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Let’s start with the obvious: This is an exercise in futility. There is no way to predict accurately what the 2020 USA men’s basketball team headed to the Tokyo Olympics will look like. There will be injuries that sideline guys. There will be contract situations where key guys decide it’s in their best interest to sit out. Plus, there could be a guy just now entering his junior year of high school who we don’t know well yet but in four years will be a clear choice for the team.

Now that we’ve gotten through the tedious disclaimer, let’s have fun:

What will the 2020 USA Basketball team look like?

First, it will have a bit of a business attitude — Gregg Popovich is coaching now. Not that Mike Krzyzewski ran a college party Team USA, far from it, but with Popovich’s demeanor and the scare put into the 2016 team (and some improving world powers, such as Canada), expect the USA to be a little more focused next time around.

For the roster, who from the 2016 gold medal team in Rio returns for more gold? At the top of the list: A 31-year-old Kevin Durant will be back for one more run (and to climb on top of the USA Olympic scoring list). He will be the unquestioned team leader. The alpha. It will be his team.

After that? Young stars who want one more go at it such as Paul George, DeMarcus Cousins, DeAndre Jordan, and Klay Thompson will seriously consider a return. Maybe Jimmy Butler. Those guys will have a leg up having Olympic experience and a commitment to the program.

After that, some big names that passed on Rio are going to suit up in Japan. There will be far less defection of top talent this time around — the fears around Brazil will be gone, and NBA players wanting to sell more shoes in Asia will be eager to sign up. I expect you will see Stephen Curry, Anthony Davis, Kawhi Leonard, Russell Westbrook, and maybe James Harden decide they are in for the next round. LeBron James said he felt left out and may consider a return, but he will be 35 years old with 17 NBA seasons on his body by that point, does he want to put his body through an international curtain call? Probably not.

Rounding out the roster, expect a few guys from this year’s USA Select Team — the team the Olympic squad practiced against in Las Vegas at the start of camp — to make the leap up (as Kyrie Irving and others did this year).

Who? That’s the hardest thing to predict, it depends on development. Guys to watch include Victor Olidipo, Justise Winslow, Devin Booker, Brandon Ingram, and Jabari Parker — some of them will be ready to make the leap.

One clue to the 2020 roster: Players that you see in China for the 2019 FIBA World Cup will be more likely to make the 2020 team. (Yes, the World Championships are now the year before the Olympics, welcome to more of FIBA’s wisdom, as is the fact the Cup qualifiers fall during the NBA/Euroleague seasons.) Guys from the select team now that head to China in three years and perform well in that setting will likely have the USA across their chest in Japan.

Whatever team we send will have the most talent in those games. The question is will that be enough?

Check out the Cleveland Cavaliers Top 10 plays from last season

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With athletes such as LeBron James and Kyrie Irving on the team, you know the Cleveland Cavaliers Top 10 plays of last season were going to have some special moments.

Yes, the block by LeBron and the stepback three by Irving that sealed the first Cleveland title in 52 years are on top of the list.

But there are some other ridiculous Irving handles and even a Timofey Mozgov dunk in there (a $64 million dunk, apparently).

Watch Spurs’ Dejounte Murray throw off-the-backboard alley-oop to himself in pickup game

Washington guard Dejounte Murray, center, dribbles the ball past Mount St. Mary's center Taylor Danaher (50) as Washington forward Marquese Chriss, right, watches duirng the first half of an NCAA college basketball game, Thursday, Nov. 19, 2015, in Seattle. (AP Photo/Ted S. Warren)
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Just a suggestion for rookie Dejounte Murray: Don’t do this in front of Gregg Popovich. You may not like his reaction.

That said, the Spurs needed to get more athletic this off-season — landing Pau Gasol certainly didn’t help that cause — so enter first-round pick Murray, who pulled this off in a recent pickup game.

Murray is going to be brought along slowly in a backcourt where Tony Parker and Patty Mills will be splitting time at the point. Murray is more of a combo guard and is going to have to shoot a lot better than he did in college (28.8 percent from three) to get some run. But this is a situation where the Spurs can groom him, bring him along slowly, and see if they have another draft steal.

He’s certainly got the athleticism.