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.

Spurs to give Tim Duncan, Manu Ginobili Friday night off in Denver

Manu Ginobili, Harrison Barnes, Tim Duncan
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The Spurs are 12-3 and comfortably in second place in the West, they have the best defense in the NBA allowing just 93.8 points per 100 possessions, and they have a top-10 offense to go with it.

So, time to start making sure guys are rested.

That is the first night of a back-to-back, with former Spurs’ assistant coach Mike Budenholzer and his Atlanta Hawks coming to San Antonio on Saturday. Popovich is saving his two veterans for that game.

Duncan and Ginobili have looked like they found the fountain of youth this season. Duncan is taking on less of the offense but has been very efficient in those moments. Ginobili has the impact he did a few years back in his bench role.

What Gregg Popovich cares about is them playing like that come the postseason. So they will rest on Friday.

Brandon Armstrong impersonates Ray Allen (video)

2014 NBA Finals - Game Five
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Ray Allen is retired-ish, but he’ll always be running through screens – in our mind and in this video.

Celtics draft pick Marcus Thornton gets beer dumped on head during Australian game (video)

Marcus Thornton, Will Cherry

The Celtics drafted Marcus Thornton with No. 45 pick in the 2015 NBA draft. That essentially entitled him to the required tender – a one-year contract offer, surely unguaranteed at the minimum.

Thornton rejected that, which is almost always a mistake.

Rejecting the tender is a favor to the drafting team, which gets to keep the player’s exclusive rights for a year. If Thornton tries to join the NBA now, he’s stuck negotiating with only the Celtics.

By accepting the tender, the player typically gets one of two outcomes. He either plays on that contract and draws an NBA salary or he gets waived. But even getting waived is better than rejecting the tender, because at least the player becomes a free agent and can negotiate with any team.

Players who reject the tender go to another league and play for less money. In Thornton’s case, that mean Australia.

How’s that going?

(Almost) never reject the required tender as a second-round pick.

Byron Scott says they just have to get Kobe Bryant better looks

Kobe Bryant, Joe Johnson, Byron Scott

Kobe Bryant is averaging 15.2 points a game at age 37. It’s just taking him 16.4 shots per game to get there. After his 1-of-14 shooting performance against the Warriors the other night — with too much isolation and too many plays run just for him — there has been a lot of talk about his shot. With reason, this is his shot chart so far this season.

Kobe shotchart season

So what do the Lakers’ do? Get Kobe to shoot less and get the ball in the hands of the young stars they supposed to be developing more? Nah.

They just need to get Kobe better looks, Scott told the Los Angeles Times.

“I know his mentality is that he can still play in this league,” Scott said. “And we feel the same way….

“Obviously he’s struggling right now with his shot, and I think everybody can see that,” Scott said. “So it’s trying to get him in better position to be able to have an opportunity to knock those shots down on a consistent basis. That’s No. 1.

“I don’t know if it’s his legs. I don’t think so. Again, our conversations are pretty blunt. … He tells me when he is tired and he tells me when he’s not tired. And the last few days, he said he feels great. So, I don’t think it’s a matter of him being tired or his legs being tired. I think it’s a matter of his timing being a little off.”

Yes, how could it be his legs? It’s not like he’s a 37-year-old with more than 55,000 NBA minutes played, and coming off an Achilles rupture and major knee surgery.

Honestly, I hope the Lakers and Kobe find a balance soon, because they have become just hard to watch. And I don’t want Kobe to go out this way.