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.

Report: Lakers seeking second round pick for Nick Young

Los Angeles Lakers' Nick Young (0) celebrates after making a three-point basket during the second half of an NBA basketball game against the New York Knicks, Monday, Feb. 6, 2017, in New York. The Lakers won 121-107. (AP Photo/Frank Franklin II)
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The buzz among Lakers fans on trade deadline day are the rumors about the Lakers going after Paul George. Those rumors place brand new team president Magic Johnson in an interesting spot because one of the first things he said upon being hired was that the team’s young core of players – Brandon Ingram, D'Angelo Russell, Julius Randle, Jordan Clarkson — were “untouchable.” Yet, to get George out of Indiana would take two or three of them plus picks and other players (and that may not be enough considering how reluctant Larry Bird is to move George at all).

A more realistic trade: Moving Nick Young for a second-round pick. Which the Lakers are trying to do, reports Marc Stein of ESPN.

Young has been solid for the Lakers this season averaging 13.8 points per game, shooting 41.3 percent from three, and having a PER of 15.1 — plus he has at least tried on defense at times. This may be the most efficient season of his career. He also has an affordable $5.7 million player option for next season.

A second round pick for him is fair. The question is, does anyone want to pay it?

Report: Knicks give impression they’d just give away Derrick Rose

New York Knicks' Derrick Rose reacts to an officials call during the second half of the NBA basketball game against the Atlanta Hawks, Monday, Jan. 16, 2017 in New York. The Hawks defeated the Knicks 108-107. (AP Photo/Seth Wenig)
AP Photo/Seth Wenig
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Derrick Rose said he hoped going AWOL for a game wouldn’t prevent the Knicks from re-signing him.

But it seems they’re ready to move on before the trade deadline.

Adrian Wojnarowski of Yahoo Sports:

The sense I’ve gotten from talking to other teams who’ve talked to New York is they feel like the Knicks would almost give away Derrick Rose right now.

Rose is earning $21,323,252 this season. No team has enough cap room to absorb his salary. The more cap space a team has, the less that team must send out to acquire Rose. But the NBA’s salary-matching rules make it difficult for many teams to trade for Rose. It’s just too hard to aggregate that much salary without including a player more valuable than Rose or someone on a long-term contract who’d be a dealbreaker for New York.

At least Rose is on an expiring contract. If they can’t dump him now, the Knicks can always let him walk in the offseason.

That expiring deal also limits potential trade partners. Why trade for Rose if you can just sign him in this summer? Because you value what he’ll provide the rest of this season. Rose is limited, but he still scores effectively on drives.

He has been linked to the Timberwolves, which makes sense given his familiarity with Tom Thibodeau from the Bulls and Minnesota’s stubborn insistence on aiming for the playoffs this year. But Ricky Rubio is more valuable than Rose, and the Timberwolves also have Kris Dunn and Tyus Jones at point guard.

There’s no simple fit for him, which could keep him in New York for another few months.

If Rose’s value has sunk this low, he’s in for a rude awakening in free agency.

 

Three players most likely to be moved on Trade Deadline day

PHILADELPHIA, PA - DECEMBER 1: Jahlil Okafor #8 of the Philadelphia 76ers looks on in the game against the Los Angeles Lakers on December 1, 2015 at the Wells Fargo Center in Philadelphia, Pennsylvania. 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 Mitchell Leff/Getty Images)
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There will be trades today. Unexpected moves.

Probably not the big names fans are hoping to see. The offers for Carmelo Anthony have been so poor that as much as Phil Jackson wants to move ‘Melo he can’t take those. Indiana isn’t eager to trade Paul George, same with Chicago and Jimmy Butler, and it’s going to take a very unlikely Godfather offer to get those deals done (such as Boston parting with one of their Brooklyn picks). Andre Drummond likely remains a Piston.

Sorry to be Debbie Downer on the big trades.

But here are three guys likely to be moved.

1) Jahlil Okafor, Philadephia 76ers. He’s been in more rumors than Khloe Kardashian the past few months. The latest rumors have the Chicago Bulls making a push to land him, but demanding the Sixers take Nikola Mirotic back in the deal. The Bulls don’t need Mirotic — a stretch four shooing 29 percent from three this season — with the emergence of Cristiano Felicio. Okafor would give Chicago more scoring inside. However, why exactly do the Sixers want Mirotic when they have Dario Saric? The Bulls are going to have to throw more in that deal.

Other teams have expressed interest in Okafor, including Indiana. The Sixers need to move people around up front, the only question is price. Because there is a glut of centers on the market — Brook Lopez, Tyson Chandler, Greg Monroe, to name a few — the price has been driven down. There’s more supply than demand. Bryan Colangelo may decide to wait until this summer, but he’d prefer to just get this done.

2) P.J. Tucker, Phoenix Suns. He’s a physical, tough defender who can get you buckets on the other end, a lot of teams could use him. The Clippers had interest and offered a couple of second round picks, but the Suns wanted a first-rounder. The Knicks also had interest at one point, but they don’t have a first-rounder they can move until basically the second coming. Still, Tucker is on the market and I expect some veteran team will come in and try to scoop him up.

3) Darren Collison, Sacramento Kings. After owner Vivek Ranadive finally changed his mind, the Kings moved quickly to trade DeMarcus Cousins and put the team on a new path. A rebuilding path. One that doesn’t have a lot of roster spots for older players. That includes Darren Collison. He’s a solid point guard averaging 13.7 points per game this season, shooting 42 percent from three, and he knows how to run an offense. There’s a lot of teams that could use him, and the Kings can listen to multiple offers than take the best one. But there’s no reason to keep him around the rest of the season.

 

Report: Unless they trade for Jimmy Butler or Paul George, Celtics likely to keep main assets

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The Celtics have been linked in trade talks to the Bulls’ Jimmy Butler and Pacers’ Paul George, but that requires the other team to deal with Boston. Indications are neither Chicago nor Indiana is particularly amenable.

So, time for the Celtics to pick another star to target?

Steve Bulpett of the Boston Herald:

With less than 24 hours until the NBA’s 3 p.m. trade deadline today, the Celtics were said to be still holding out hope that internal discussions within the Bulls and Pacers would lead to one or both making their best player available.

But short of that, the view from around the league is that the Celts are becoming more and more enamored with the idea of keeping their main assets and using the first-round draft pick they have coming from Brooklyn in June via a swap of positions. (They also have the Nets’ 2018 first-rounder unencumbered.)

Sources continued to say that, while there remains a chance things could change as the deadline draws nearer, Chicago and Indiana are more likely to retain Jimmy Butler and Paul George, respectively. Those All-Star talents have been the Celtics’ two main targets

This could just be the Celtics playing hardball — either through leaks to the media or through conversations with other teams that have trickled out. But Bulpett is well-connected, especially in Boston. This is more likely than most reports of this nature to be accurate, but it’s always difficult to break through the smokescreens this time of year.

The Nets’ upcoming first-rounder is extremely valuable, as they’ll likely finish with the NBA’s worst record. The Celtics could do far worse than keeping that pick.

But Boston’s top players — Isaiah Thomas (28) and Al Horford (30) — are already at ages where they can’t necessarily wait for a 2017 pick, even someone as talented as Markelle Fultz or Lonzo Ball, to develop. It makes sense to cash in chips now.

Still, the Celtics’ deep pool of assets mean the window isn’t closing yet. There should be no desperation to make a win now trade.

If Boston keeps its main assets — mainly the Nets picks — past the trade deadline, we’ll just revisit all this again in the summer.