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.

“Tired” Jimmy Butler sits out All-Star Game at his own request

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LOS ANGELES — Jimmy Butler leads the NBA in minutes played per game at 37.3. He’s ninth in the league in total minutes played and played 77:35 minutes in the two games leading up to All-Star Weekend.

Butler was tired and asked Mike D’Antoni to give him some rest. Butler did not play in Sunday’s All-Star Game, at his own request.

“Rest,” Butler said when asked why he didn’t play. “I have to rest. I have to rest my body up. This Timberwolves season is very, very important to me. I’ve got to make sure I’m ready to roll when I get back there.”

“He was tired and he just felt like his legs weren’t there,” Team Stephen head coach Mike D’Antoni. “He didn’t practice yesterday or play today. You have to respect that. He plays hard. Sometimes your body just needs a rest.”

Butler is having the kind of season that has him in the discussion for a place on the MVP ballot. He’s averaging 22.4 points per game with a very efficient true shooting percentage of 59.3, plus he’s playing strong defense. He and Karl-Anthony Towns have led the Timberwolves to a 36-25 record that has them as the current four seed in the West, poised to break an 11-year playoff drought for the franchise.

Still thankful, LeBron James breaks Michael Jordan’s record for years between All-Star MVPs

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Los Angeles – When LeBron James became the youngest-ever NBA All-Star MVP in 2006, he said during the trophy presentation: “I’d like to thank the fans for voting me in as a starter.”

Twelve years later, he sounds similar, maybe just a little more thoughtful: “It’s always been my fans who voted me in. For 14 straight years, my fans have voted me in as an All-Star starter, and it’s been up to me to go out and let them know and show them, listen, I appreciate that, and here’s what I’m going to give to you every time you vote me in.”

He plays similarly, too.

LeBron again won All-Star MVP, leading his team to a 148-145 victory Sunday. He finished with 29 points, 10 rebounds and eight assists.

“Every night I step on the floor, I have to lead my guys or prove to myself that I’m still able to play at a high level,” said LeBron, 33. “I feel great.”

The 12-year gap between LeBron’s first and last All-Star MVP – he also won in 2008 – is the longest in NBA history. It tops the 10 years between Michael Jordan’s first (1988) and last (1998).

Here’s the difference between the first and last All-Star MVP for every multi-time winner:

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Players’ effort in this exhibition game comes and goes, but LeBron appeared invigorated .

When LeBron’s team trailed by 15 in the second quarter, he checked in and quickly led it back into the lead. When his team fell behind by 13 midway through the fourth quarter, he again led a spirited comeback. He hit the go-ahead bucket.

Despite playing a game-high 31 minutes, his intensity lasted all the way through the final buzzer.

His coach, the Raptors’ Dwane Casey, said he asked LeBron whether to foul or defend on the final possession while up three. LeBron said defend.

“If he says that, or any great players say that, you want to go with them because it was their idea, their belief, and he had it,” Casey said. “…He got the guys jacked up and juiced up as far as wanting to get a stop.”

LeBron and Kevin Durant swarmed Stephen Curry, who couldn’t shoot and could barely pass. Curry’s team didn’t even get a shot off:

“As you can hear in my voice, that tells how competitive it was,” LeBron said scratchily.

Again, his message echoed 2006: “We’re competitors, and our competitive nature kicked in and said let’s get some defensive stops.”

A lot will get made about the format change, and it might have mattered.

But maybe LeBron is just uniquely capable of dominating and embracing of this stage all these years later.

Defense? Dramatic finish? Team LeBron wins All-Star Game that’s worth watching

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LOS ANGELES — The NBA gambled its new format — with captains picking teams playground style — would produce an All-Star Game where the players showed some pride, played hard, and the showcase again would become something that resembled basketball (unlike last season).

It worked.

For proof guys were invested this time around, check out how Team LeBron responded to winning with a defensive stop, taking away Team Stephen’s attempt to get a clean look at a game-tying three in the closing seconds.

The THRILL of #NBAAllStar VICTORY!

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“It had a real game feel to it,” LeBron James said.

Team LeBron beat Team Stephen 148-145. LeBron was named MVP with 29 points, 10 rebounds, and eight assists. He also hit the game-tying and go-ahead shot that got the win.

“I played with (LeBron) a few times,” Kyrie Irving said of the play and pass that set up that LeBron game-winner. “I cut back door, (Russell Westbrook) was driving, I saw the opportunity. I saw, before even Russ even passed to me, LeBron was going to circle to the rim, and he’s one of the best finishers at the rim.”

Most importantly, this was an All-Star Game with some defense — it had 81 fewer points than the layup line game last year, and the fewest points in five years. It also proved to be the closest game in six years.

“We wanted to kind of change the narrative of the All-Star Game being a joke,” Kevin Durant said. “Today we wanted to make it a real basketball game.”

There was more defense than last year from the start of the game — for example, LeBron blocked an alley-oop pass in the first quarter. Of course, “better than last year” was not a high bar to clear, but there was some effort to not just have a layup line. Most of the time.

Also to start the game, Anthony Davis came out wearing the “0” jersey of injured teammate DeMarcus Cousins (he switched back to his own #23 before the first half was over).

On the night, Team LeBron got 19 points out of Kevin Durant, 16 from Paul George, and 14 from Andre Drummond. Team Stephen was led by 21 from both DeMar DeRozan and Damian Lillard, and 19 points and eight rebounds from Joel Embiid in his first All-Star Game.

The fantastic ending made up for what was a laughable opening skit/national anthem before tip-off that did something very rare — it unified NBA Twitter. It was awful.

Now all anybody is talking about is the game itself. And that’s what the NBA wanted.

LeBron James hits go-ahead shot in All-Star win (video)

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LOS ANGELES – LeBron James‘ team trailed by 13 midway through the fourth quarter of the All-Star game, but he led a competitive comeback.

This shot put his team up 146-145 over Stephen Curry‘s team, and Team LeBron held on for a 148-145 win:

Great penetration by Russell Westbrook, and he and Kyrie Irving moved the ball well. LeBron made it count.