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.

Joel Embiid out indefinitely

Philadelphia 76ers' Joel Embiid in action during an NBA basketball game against the Houston Rockets, Friday, Jan. 27, 2017, in Philadelphia. (AP Photo/Matt Slocum)
AP Photo/Matt Slocum
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The 76ers could finish the season with the last No. 1 pick and the best rookie in years sidelined.

One one hand, Philadelphia should be thrilled that describes two players.

On the other hand, it’s not ideal to have so much talent injured.

No. 1 pick Ben Simmons is definitely out for the rest of the year. And it doesn’t sound encouraging for Joel Embiid, who has been hampered by a knee injury.

CSN Philly:

Joel Embiid on Monday will have an MRI on his injured left knee and is now listed as out indefinitely.

Embiid has been experiencing swelling and soreness in the left knee injury that has caused him to miss 16 out of the last 17 games. Bryan Colangelo announced back on Feb. 11 that Embiid has a minor meniscal tear. In his most recent press conference last Friday, Colangelo had targeted this Friday’s home game against the Knicks as a possibility for Embiid’s return. Now, that isn’t the case.

Embiid had been the biggest ray of hope for Philadelphia, but the 76ers shouldn’t chase watchability down the stretch. Sit Embiid until he’s fully healthy and secure the best draft position possible.

Maybe Embiid’s body just can’t handle the rigors of NBA basketball, but Philadelphia has no choice but to hope for the best with him and Simmons. And hope the nail the their first-round pick this year and get the Lakers’ first-rounder.

This could still be a dangerously good team in coming years. The Process created that potential.

But the threat of injury always looms around the corner, maybe especially so for Embiid.

Report: Knicks’ Joakim Noah likely to miss rest of season after knee surgery

New York Knicks' Joakim Noah (13) walks to the bench during a time out in the second half of an NBA basketball game against the Dallas Mavericks on Wednesday, Jan. 25, 2017, in Dallas. (AP Photo/Tony Gutierrez)
AP Photo/Tony Gutierrez
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And then there was Derrick Rose.

The Knicks’ big-name offseason acquisitions* are falling one by one.

New York is releasing Brandon Jennings. Now Joakim Noah is out.

*I’m not counting Courtney Lee, who is unknown to far too many casual fans.

Adrian Wojnarowski of Yahoo Sports:

Prepare for the talk next fall about Noah feeling refreshed and ready to help the Knicks.

But this surgery won’t reverse the underlying problem: Noah is a 31-year-old big man with heavy mileage. He can manage his knees, but it’s probably too late for him to regain enough athleticism to reliably contribute.

Just three years and $55 million+ remaining on his contract, which already looked like the NBA’s worst deal and is now even more unfavorable.

Buddy Hield: Vivek Ranadive told me at Kings-Pelicans games, ‘We’re still going to get you’

Sacramento Kings guard Buddy Hield, right, talks with teammate Ben McLemore as they work out before their NBA basketball game against the Denver Nuggets, Thursday, Feb. 23, 2017, in Sacramento, Calif. Hield, along with New Orleans Pelicans teammates Tyreke Evans and Langston Galloway, was sent to the Kings in exchange for center DeMarcus Cousins and forward Omri Casspi, Sunday. (AP Photo/Rich Pedroncelli)
AP Photo/Rich Pedroncelli
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The Kings reportedly coveted Buddy Hield in last year’s draft. Once the Pelicans picked him No. 6, Sacramento traded down from No. 8.

Several months later, the Kings traded for him in the DeMarcus Cousins deal.

Between?

Kings owner Vivek Ranadive apparently communicated his intentions at the Pelicans’ two games in Sacramento this season.

Sean Cunningham of ABC 10:

Hield:

Vivek always, every time — even the past two times — he always talk about, “We’re always pushing hard for you.” He said, “We’re still going to get you.” He kept saying that.

I was surprised with him saying that, but now, when I saw I was going to Sacramento, I said, “Oh, these guys are really serious about me.” I just kind of know they were determined about getting me.

This is wild!

Hield obviously doesn’t outright say the Kings’ front office rushed this trade through before the Cousins-loving owner, awestruck by the prospect of having the next Stephen Curry, changed his mind. But Hield’s statement runs right in line with all those rumors.

Even at face value, Ranadive’s words, assuming Hield is accurately conveying them, are something — especially for an owner who has denied much basketball involvement.

Sacramento is some kind of place.

So many pretty putback dunks (videos)

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Yesterday’s NBA games featured a fun number of highlight putback dunks.

The best by:

Dewayne Dedmon:

DeAndre Jordan:

Blake Griffin:

Serge Ibaka: