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: Celtics’ Marcus Morris to miss “extended time” to let knee heal

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Marcus Morris missed the Celtics’ first eight games of the season in an effort to get healthy. Upon his return he’s been solid, first as a starter, then coming off the bench, but his left knee continued to be an issue.

Morris was out Sunday when the Celtics beat the Pistons, and he’s going to miss more time trying to get a troublesome left knee right, reports Shams Charania of The Vertical at Yahoo Sports.

How much time is “extended time?” Probably at least a couple of weeks.

Morris has averaged 12.1 points and 5.5 rebounds a game this season, with a true shooting percentage of 52.5, which is right around the league average.

This could mean more run for rookie forwards Semi Ojeleye and Daniel Theis, both of whom have played well in limited minutes.

Tristan Thompson expected to return to Cavaliers Tuesday, come off bench

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INDEPENDENCE, Ohio (AP) — Cleveland Cavaliers center Tristan Thompson could play for the first time since Nov. 1 on Tuesday against Atlanta.

Thompson has been sidelined with a strained left calf. The team initially said Thompson would be out for up to four weeks, but he said Monday that timeline was inaccurate and that his injury was more serious. Thompson did not divulge any other details about the injury.

Coach Tyronn Lue says Thompson will not start when he returns, meaning Kevin Love will remain at center. Thompson says he’s fine with a reserve role and made it clear he’s willing to do whatever Lue needs.

The Cavaliers have won 14 of 15 and their defense has improved dramatically over the past month.

Thompson says he’ll have the same mindset on the floor as always and “just be myself. Being myself has worked out pretty well for me.”

 

Hornets’ center Cody Zeller out six weeks following knee surgery

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Charlotte just cannot get over the injury bug this season, and we found out last week it had struck again.

Now we know how severe the damage is, as first reported by Adrian Wojnarowski of ESPN (and since confirmed by the team).

Ouch.

Zeller has been solid off the bench behind Dwight Howard this season, averaging 7.2 points and 5.5 rebounds in just under 20 minutes a night. He plays around the basket, 75 percent of his shots come at the rim, but his efficiency has dipped a little this season and he is shooting just 50 percent inside the restricted area.

The Hornets had to start the season without Nicolas Batum, and Michael Carter-Williams has missed time as well. On top of that, coach Steve Clifford had to take a leave of absence from the team for personal health reasons. Stephen Silas has stepped in to replace him.

Report: LiAngelo, LaMelo Ball have deal to play professionally in Lithuania

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This feels like a publicity stunt. Whatever the under/over is on how long it will last, bet the under.

That said, the two younger brothers of Lonzo Ball — LiAngelo, 18, and LaMelo, 16 — have reached a deal to play for a team in the highest level of the Lithuanian league. The story was broken by Adrian Wojnarowski and Jonathan Givony of ESPN (before the signing became official).

LiAngelo and LaMelo Ball are in serious discussions to sign professional basketball contracts with Lithuanian club Prienu Vytautas, sources told ESPN.

The club plans to decide in the next 24-to-48 hours whether to finalize agreements with the two American teenagers, sources told ESPN.

If signed, the franchise has hopes that the Balls – including their father LaVar — could be a marketing boon for the fledgling franchise, sources told ESPN.

Shams Charania of The Vertical at Yahoo Sports reports the deal is done.

Lithuania is a hoops-mad Baltic country of an estimated 2.9 million people who has three players currently in the NBA — Jonas Valanciunas, Donatas Motiejunas, and Mindaugas Kuzminskas — and has put 11 players in the league total, including Zydrunas Ilgauskas, Arvydas Sabonis, and Sarunas Marciulionis. You might remember the Lithuanian National Team wearing Grateful Dead inspired uniforms and taking the bronze medal in the 1992, 1996, and 2000 Olympics.

This is a country that takes its basketball seriously, and the Balls are a traveling circus and reality show. The Lithuanian league doesn’t have NBA-level players, but they guys they suit up have a real feel for the game and play a disciplined style. This could be a real culture clash, the kind of thing that ends quickly and spectacularly poorly. Here is some insight into the team from FIBA’s Lithuanian hoops writer.

Don’t expect the Ball children to play much, especially not at first.

The pay at this level is reportedly north of $1,500 a month, but that could be higher if the brothers are seen as a draw. With the report of the tight financial squeeze, this is likely a gambit on the coach’s part to boost revenue (in Europe, coaches are the CEOs of the organization, much more akin to the power top college coaches have than an NBA coach).

This is a league where men play and the game is taken seriously, it has produced not only Lithuanian players but Boston Celtics center Aron Baynes played there. This team apparently does not run the (suprisingly standard in Europe) two-a-day practices on non-game days, but their practices are longer and harder than most American versions. There are a lot of quality players — former American college/D-League guys, as well as good Europeans — who would love a shot like this. Who deserve a chance like this. If the younger Ball children do not perform and do not take this seriously, it will turn on them quickly.

LiAngelo Ball had gone to UCLA to play basketball this season, but after being suspended for shoplifting in China, his father LaVar pulled him out of college, designed a “Gelo 3” signature shoe for his son from the Big Baller Brand, and started looking for a professional contract. I’m not sure LiAngelo belongs at this level. As one scout told me last summer, LiAngelo was only at UCLA because Lonzo was a top recruit and LaMelo had a lot of potential. That scout wasn’t sure LiAngelo could stick in Europe.

LaMelo is a generally highly-rated recruit with NBA potential, a guy with crazy shooting range for a high-school Junior and good handles, but scouts had a lot of questions about his defense and most of his game outside of just shooting. LaMelo put up 70 points in an AAU game, but he cherry-picked the entire time, and the sense is there is a lot of that in his game. His father LaVar pulled LaMelo out of Chino Hills High School this season after a new basketball coach said he was going to push his guys to play within a system on both ends. How well LaMelo adapts to a very different culture on and off the court at his age is a big question.

Maybe this works out. Maybe the Ball children are more mature in personality and game than I think, maybe this is the financial boost that Prienu Vytautas needs and it works for them. It’s possible. I just don’t expect it.