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

93 Comments

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.

Heat re-sign Udonis Haslem

Kevin C. Cox/Getty Images
Leave a comment

In 2002, not a single team drafted Udonis Haslem.

For the last 15 years, the Heat haven’t been able to quit him.

Heat:

Shams Charania of Yahoo Sports:

Haslem isn’t receiving another $4 million windfall like he got last year. He’ll earn $2,328,652 – $1,471,382 paid by the Heat and $857,270 covered by the league (as is done on one-year minimum deals for veterans). An NBA contract, even for the minimum, might be enough of a reward at this point.

To whatever extent Haslem still has a position – he has played just 390 minutes in the last two years – he’s probably a center. The Heat have Hassan Whiteside, Kelly Olynyk, Bam Adebayo and maybe A.J. Hammons ahead of him. But this isn’t about getting the 37-year-old Haslem on the court, at least not beyond rare spot minutes, where can still be useful as a defender and rebounder.

The Heat want Haslem’s toughness and veteran leadership. He reinforces their culture, and that might be worth a roster spot.

Report: Bulls, agent discussed Derrick Rose returning to Chicago

AP Photo/Jeff Haynes
1 Comment

Derrick Rose meeting with the Clippers barely registered. He has to meet with the Bucks twice before most noticed.

But it seems Rose and his agent, B.J. Armstrong, have finally figured out how to drum up attention – leak interest from more prominent teams like the LeBron James-led, championship-contending Cavaliers and big-market, widely followed Lakers.

What team could generate even more buzz?

The Bulls!

Sam Amick of USA Today:

If the talks went beyond Armstrong asking the Bulls whether they would sign Rose and the Bulls declining, I’d be surprised.

There’s probably a part of Rose that wants to return to his native Chicago, but it seems his former team has long moved on.

Report: Derrick Rose meeting with Lakers

David Banks/Getty Images
3 Comments

Derrick Rose is suddenly in demand – once the market was set at a minimum salary or so.

Not only are the Cavaliers pursuing the former MVP/overhyped role player, so are the Lakers.

ESPN:

Rose is also meeting with the Los Angeles Lakers on Thursday, sources told ESPN’s Chris Haynes and Ramona Shelburne. The Lakers are trying to entice Rose to sign with them, suggesting they can offer more playing time and money in a better environment after Rose’s tumultuous season in New York, sources said.

Rose’s tumultuous season was due in part to Rose. No matter where he signs, he can’t escape himself. And Los Angeles is even further from his native Chicago.

But the Lakers can offer more money. They still have the $4,328,000 room exception. Rose would earn just $2,116,955 on a minimum salary from Cleveland, and the Cavs can bump that offer to only about $2.5 million. (That’d come with exponential additional costs, so they probably wouldn’t do that, anyway.)

The Lakers can also offer a larger role. Lonzo Ball can’t play every minute at point guard, and Rose would fill in the rest. They’ll likely add a point guard, Rose or not. The Cavaliers might be set with Kyrie Irving, Jose Calderon and Kay Felder if they don’t get Rose.

I’m not sure how Rose would work as a veteran mentor, especially on a one-year contract as he eyes a bigger payday next summer. But – say whatever else you want about him, and there’s plenty to say – Rose has remained impressively focused on basketball amid untold chaos. Ball – with outsized attention given LaVar and his media market – can probably relate.

Rockets re-signing Bobby Brown, Troy Williams

Chris Graythen/Getty Images
4 Comments

James Harden spearheaded the Rockets’ recruitment of Chris Paul, but the MVP runner-up didn’t work alone.

Paul’s former New Orleans teammates Trevor Ariza and Bobby Brown added appeal.

So, unsurprisingly, with Paul in a contract year, Houston is re-signing Brown. The Rockets are also re-signing Troy Williams.

Alykhan Bijani‏ of ESPN Houston:

Williams’ agency:

Adrian Wojnarowski of ESPN:

Brown is an undersized gunner who’s not nearly efficient enough to compensate for his defensive deficiencies, and he turns 33 before the season. But if he helps convince Paul to re-sign, it would be well worth keeping Brown on the roster all year.

The 22-year-old Williams, who went undrafted last year, is the far more intriguing player. A 6-foot-7 forward, he has the athleticism to stick in the NBA. His 3-point shot needs major development – though not quite as much if he becomes more adept at being a small-ball four, an easier task in Mike D’Antoni’s up-tempo system.