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.

Aaron Gordon both legs over the mascot, ball-under-the-legs dunk (VIDEO)

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TORONTO — Zach LaVine won the NBA All-Star Saturday Dunk Contest, but in an epic night for my money this was the single best dunk.

Orlando’s Aaron Gordon broke ground with this one — guys have jumped over mascots and other players before (and a Kia hood), but by splitting their legs apart. Gordon just put both legs over Stuff (that’s the mascot’s name, Stuff the Magic Dragon, I don’t make this up) — and took the ball off the mascot’s head, went under his legs, and threw it down.

Insane.

Gordon deserved a trophy for his performance in this dunk contest.

Zach LaVine edges Aaron Gordon in epic, insane Dunk Contest

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TORONTO — That. Was. Amazing.

In a dunk contest that will go down with the all-time greats — Jordan vs. Dominique, Dr. J from the free throw line — Minnesota’s Zach LaVine defended his dunk contest title. Barely. Because Orlando’s Aaron Gordon was doing dunks nobody had ever seen before.

And LaVine was bringing it just as hard.

The two men advanced to the finals — dismissing Will Barton and Andre Drummond, each of whom had good dunks — and that was when it got wild.

There were four second-round dunks, and four perfect scores of 50. (That was in spite of Shaq, who wanted to give nines for second attempts.)

“I was prepared for four (second round dunks),” LaVine said. “To tell the truth, he came with something that no one else has done. He did two dunks that were just crazy with the mascots, jumping over them. We just kept pushing each other until the last dunk. I’ve got to give it up to my boy Will “The Thrill” Barton. It’s because of him I think I won. Because he said try to go from the free-throw line. I’d never done that before, and I just tried it. So I guess it was a great dunk. I think it was the best one ever.”

The Air Canada Centre crowd was exploding with every dunk. The two men went to a dunk-off — and got two more 50s.

“If I knew it was going to be like that, I would have prepared better and we would have been here dunking all night, going back 50 after 50 after 50 after 50,” Gordon said. “We would have been here all night. I didn’t know it was going to be like that. I was just hoping Zach was going to miss, and it wasn’t going to happen. You could see as my facial expressions when Zach dunks it, it’s like okay, that’s a 50. Like I know we’re going to have to dunk again.”

So they went to a second-round of overtime, where LaVine put up another 50 and won the contest.

Gordon was close to perfect.

Zach LaVine can flat-out fly.

Magic’s Aaron Gordon with the over-the-mascot mad dunk

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TORONTO — Aaron Gordon was giving Zach LaVine all he could handle in the Dunk Contest.

He blew the lid off the Air Canada Centre with this dunk in the first round — and it wasn’t even his best dunk of the night. Never seen this before.

This dunk contest was awesome, so much more video to come.

Zach LaVine opens Slam Dunk Contest title defense with spectacular behind-the-back slam (VIDEO)

during the BBVA Compass Rising Stars Challenge 2016 at Air Canada Centre on February 12, 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.
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TORONTO — Zach LaVine clearly heard all the talk that Aaron Gordon or Will Barton had a chance to upset him in the Slam Dunk Contest. He came out ready to prove his superiority right off the bat. This behind-the-back slam was his first attempt of the night:

Even better was the reaction, both from Andre Drummond and from LaVine’s Minnesota teammates: