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.

Report: 76ers sat Jahlil Okafor because they were close to Trail Blazers trade

PHILADELPHIA, PA - OCTOBER 26: Jahlil Okafor #8 of the Philadelphia 76ers controls the ball against the Oklahoma City Thunder at Wells Fargo Center on October 26, 2016 in Philadelphia, Pennsylvania. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. The Thunder defeated the 76ers 103-97. (Photo by Mitchell Leff/Getty Images)
Mitchell Leff/Getty Images
1 Comment

The 76ers sat Jahlil Okafor for two games last week, openly acknowledging they were discussing trading him. Then, they played him in their final game before the All-Star break.

That prompted speculation that no deal fell through, but that Philadelphia was bluffing being close in order to drum up interest.

But maybe there actually was a near-trade.

David Aldridge of NBA.com:

On the surface, this makes sense. We know the Trail Blazers were interested in a cost-controlled center, because they traded for Jusuf Nurkic.

But that trade also makes Portland perfect cover if the 76ers are just trying to deflect from a gambit gone wrong. Not only were the Trail Blazers plausible trade partners, they already made their deal. So, there will be no questions about revisiting discussions.

Locker room drama? Player recruitment? Paul Millsap, does that go on All-Star weekend? “Rarely ever”

NEW ORLEANS, LA - FEBRUARY 17:  Paul Millsap #4 of the Atlanta Hawks speaks with the media during media availability for the 2017 NBA All-Star Game at The Ritz-Carlton New Orleans on February 17, 2017 in New Orleans, Louisiana.  (Photo by Ronald Martinez/Getty Images)
Getty Images
1 Comment

NEW ORLEANS — Russell Westbrook vs. Kevin Durant spreading tension throughout the locker room. Players trying to convince Carmelo Anthony he should agree to a trade to their city. Players coming up and trying to recruit free agents to be this summer like the Hawks’ Paul Millsap.

It’s how some fans picture it is inside All-Star weekend locker rooms, all sorts of palace intrigue playing out like a soap opera.

“Rarely ever,” Millsap said of these kinds of things coming up. “For us, we get away from regular season basketball. It’s not about our respective teams, it’s about what’s going on now. You may share some stories, but we’re not talking about (regular season drama).”

Fans can be deeply invested in what happens during the regular season — heck, Eric Gordon heard boos from frustrated Pelicans fans before he won the Three-Point Contest Saturday.

But for the players, it’s a vacation. A chance to get away from all that drama.

“No, it doesn’t matter, it doesn’t matter at all,” Millsap said of the regular season minutia that can dominate the league. “Once you get down here we’re all teammates. That’s how guys treat it. To get here, we’re enemies, but while we’re here everybody’s teammates and are fun to have in the locker room. It’s just a good time.”

They’re more likely to talk about the parties around town.

“Some,” Millsap said with a laugh. “But it’s just more general conversation, almost nothing about the season.”

Most of the recruitment comes in the summer, and most via text. Some players don’t like each other, just like nearly everyone reading this has someone at their office/job they don’t like working with (except me, all my bosses should be canonized they are such good people). Come the office Christmas Party, people put that aside and just get along. Same thing All-Star weekend for the players. Everyone just gets along and tries to enjoy the experience.

When play starts up again next week, the drama can return.

Draymond Green: ‘Shaqtin A Fool’ treats JaVale McGee unfairly

Golden State Warriors forward Draymond Green (23) is greeted by forward JaVale McGee in the first half of an NBA preseason basketball game Friday, Oct. 14, 2016, in Denver. (AP Photo/David Zalubowski)
AP Photo/David Zalubowski
Leave a comment

NEW ORLEANS — JaVale McGee has fired off at Shaquille O’Neal about “Shaqtin A Fool,” TNT’s blooper segment. Now, the oft-mocked Warriors center has someone else sticking up for him.

“I think JaVale is unfairly treated on Shaqtin,” Golden State forward Draymond Green said. “This year has given me a little different outlook on it.

“I just think there’s some stuff that goes on there about JaVale that really shouldn’t be on there. But, because it’s JaVale…”

That is true. McGee goofs that wouldn’t register if they were by other players make Shaqtin. But McGee still produce plenty of worthy candidates.

And it’s not as if Green is completely turned off.

“I like the show,” Green said. “It’s funny as hell to me. But that aspect of it has kind of given me a little different view.”

PBT Extra: Despite Russell Westbrook’s triple-double pace, James Harden is MVP frontrunner

3 Comments

The NBA’s MVP race is down to two men. Sure, you can make a case for Kawhi Leonard or LeBron James, some even want to throw Isaiah Thomas in the mix, but the best any of them is going to do is down the ballot in the final three slots.

The top two are reserved for James Harden and Russell Westbrook.

In this PBT Extra, I discuss that while Westbrook is on pace for a historic season — averaging a triple-double of 31.1 points, 10.5 rebounds, and 10.1 assists a game — it is Harden who is lifting his team to higher heights, and that very well could win the beard the award.