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


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.

Popovich to Aldridge: “Welcome to the Spurs. Go sit” out practice.

LaMarcus Aldridge
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Gregg Popovich’s habit of resting key players at times has become the norm around the league as more and more studies have shown it helps players perform at higher levels plus helps reduce injury risk. Still, Popovich is the poster child.

New Spur LaMarcus Aldridge wasn’t used to this but got introduced to it in a very Popovich way, reports Jeff McDonald at the Express-News.

LaMarcus Aldridge missed his first workout of training camp today with leg tightness. Or rather, the Spurs — being the Spurs — held him out for precautionary reasons.

“We sat him out,” coach Gregg Popovich said. “He didn’t want to do it. I said, ‘Welcome to the Spurs. Go sit.’”

He might as well have added “get used to this.” Aldridge is going to get some rest this season. Not as many as Tim Duncan, Manu Ginobili, and Tony Parker, but he’s going to get some nights off.

Remember, Aldridge is a guy who played through a torn ligament in his thumb last season because he thought the Blazers could make noise in the playoffs (and they might have had Wesley Matthews not gotten hurt). He’s not a guy used to being told to sit and rest.

It’s his “Welcome to the Spurs” moment.

Ben Gordon goes vegan for a stint, notices improved energy

Orlando Magic v Golden State Warriors
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OAKLAND, Calif. (AP) — Ben Gordon ate avocados any time of day for their healthy fat, and also fueled his workouts with oatmeal and different juices or nutrient-rich smoothies.

Gordon went the vegan route – no dairy or meat – for a stretch a few months back.

“With that diet you have to kind of be creative,” the new Golden State guard said. “At that time I had a chef so it was a little bit easier.”

Gordon is back to a more “normal” diet as the season gets underway and he looks to play a part on the defending NBA champions.

He is eating meat again to gain back some of the weight he lost as a vegan for about the final six weeks of the season last spring and several weeks of the offseason. He needed a bit more strength to handle the rigors of an NBA schedule, yet his energy increased on the diet and he felt “a lot lighter and faster.”

The 6-foot-2 Gordon got down to his high school weight of 185, but noticed he wasn’t quite as strong and built himself back up to his typical playing weight at around 200 pounds.

“I experimented with that this summer and throughout the end of last season,” he said. “As you get older you try to see different things that work for you. I’m not doing it right now but I kind of use it functionally depending how my body feels. But with all the running, protein is hard to come by sometimes when you’re doing the vegan thing. I just like to mix it up.”

The 32-year-old Gordon, a London native and the third overall pick by Chicago out of Connecticut in 2004, averaged 6.2 points last season with Orlando. He enters his 12th NBA season looking to give Golden State another reliable shooter coming off the bench – something the Warriors have wanted.

Gordon wanted to be part of a winning situation, and he got that all right.

“You always have to prove yourself,” he said. “With this team, they won a championship so for me it’s just trying to mesh with the guys and not try to do too much. The league is so much about being in the right situation, being with the right group of guys that mesh with your talents and skills. This team here, the style of play is just a lot of ball movement and unselfish play, and they’re not shy about shooting so I think that’s right up my alley. They don’t have a guy on the bench who shoots a high arc from the 3-point line.”

Sure, committing to be a role player might be considered a risk for a guy who has long been a starter, yet Gordon is confident he will find his place on the defending champions and, he hopes, help the Warriors make another special postseason run.

“He’s been around a long time but he’s still got gas in the tank,” coach Steve Kerr said prior to taking a leave of absence last week to fully recover from back surgery. “He’s a good shooter, good scorer. You don’t have to have a traditional point guard in that role because Shaun (Livingston) and Andre (Iguodala) off the bench handle the ball. So he would be a good fit.”

Gordon played all 82 games in four different seasons, including three times in his initial five years with Chicago and again for Detroit in 2010-11. Yet Gordon has played as many as 75 games just once since with Charlotte in 2012-13 and averaged only 14.1 minutes last season with the Magic.

Not that anybody’s counting.

“I think he’s going to use this year to get another long deal,” said swingman and Finals MVP Iguodala, who made his pitch to Gordon to join Golden State while in Las Vegas this summer.

With the Warriors’ up-tempo style, Gordon plans to be patient and knows shots will find him given the way Golden State moves the ball.

“The last few years for me have been tough, but I think I fit in well here,” he said. “I’m taking my chances here. I’m not shy about this opportunity. It’s a great one.”

Oh, and he can’t wait to engage in some regular shooting competitions with NBA MVP Stephen Curry.

“It’s great to be out there with another great shooter,” Gordon said. “Just to see the way he works, how hungry he is. Even though I’m a vet, a few years older, I’m still picking up things and learning as I’m going along.”