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 agree to guaranteed contract with Demetrius Jackson, partially guaranteed deal with Ben Bentil

PHILADELPHIA, PA - MARCH 25:  Demetrius Jackson #11 of the Notre Dame Fighting Irish celebrates after defeating the Wisconsin Badgers with a score of 56 to 61 during the 2016 NCAA Men's Basketball Tournament East Regional at Wells Fargo Center on March 25, 2016 in Philadelphia, Pennsylvania.  (Photo by Streeter Lecka/Getty Images)
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The Celtics are slowly but surely taking care of their eight (!) 2016 draft picks.

They’ll sign No. 3 pick Jaylen Brown. No. 16 pick Guerschon Yabusele and No. 23 pick Ante Zizic will remain overseas. The Nos. 31 and 35 picks were traded for a future first-rounder on draft night.

And Boston has reached terms with No. 45 pick Demetrius Jackson and No. 51 pick Ben Bentil.

Adam Himmelsbach of The Boston Globe:

As second-rounders, neither Jackson nor Bentil count against the cap until signed. So, the Celtics — with a little cap space plus the room exception and minimum-salary exceptions available — might wait a while to officially sign either player.

Jackson would give Boston 16 players — one more than the regular-season roster limit — with guaranteed salaries. Obviously, the Celtics will have to make a move — a big one, they surely hope.

Any deal could avoid a point guard, because Jackson makes four with Isaiah Thomas, Marcus Smart, Terry Rozier. Most teams carry just three.

With this roster crunch, Bentil will probably head to the D-League after training camp. The partial guarantee is likely just designed to entice him to stick in Boston’s system rather than sign overseas.

This leaves just No. 58 pick Abdel Nader unaccounted for among the Celtics eight (!) 2016 draft picks.

Spurs sign 2013 first-rounder Livio Jean-Charles

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With the 76ers signing Dario Saric, that left just five players drafted in the first round before this year who are still active but haven’t played in the NBA:

  • Nikola Milutinov (No. 26 by Spurs in 2015)
  • Bogdan Bogdanovic (No. 27 by Suns in 2014)
  • Livio Jean-Charles (No. 28 in 2013 by Spurs)
  • Petteri Koponen (No. 30 in 2007 by 76ers)
  • Fran Vazquez (No. 11 in 2005 by Magic)

San Antonio trimmed the list by one.

Spurs release:

The San Antonio Spurs today announced that they have signed forward Livio Jean-Charles.

Because Jean-Charles was drafted more than three years ago, he’s not bound by the rookie scale. San Antonio could have signed him to a scale or standard contract.

The Spurs could use more length and athleticism on the frontline behind LaMarcus Aldridge and Pau Gasol, and Jean-Charles fit the bill when drafted. But he tore his ACL and missed the following season. It’s less clear the 22-year-old is still on track to help.

 

Count on Dewayne Dedmon as a far safer bet to provide San Antonio with that dimension. If Jean-Charles helps, that’d just be a bonus.

DeMarcus Cousins: All-NBA voting ‘absurd,’ ‘joke,’ ‘popularity contest’

LOS ANGELES, CA - FEBRUARY 21:  DeMarcus Cousins #15 of the Sacramento Kings and DeAndre Jordan #6 of the Los Angeles Clippers battle for rebounding position at Staples Center on February 21, 2015 in Los Angeles, California.  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.  (Photo by Stephen Dunn/Getty Images)
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DeMarcus Cousins was the only All-NBA player on a lottery team this year.

The Kings center made the second team behind DeAndre Jordan.

Credit voters for seeing past Sacramento’s dismal record and recognizing Cousins’ individual excellence. He has only so much power, and it would’ve been unfair to disqualify him due to his subpar teammates and coaching.

Cousins’ voting breakdown:

  • First team: 32
  • Second team: 28
  • Third team: 33
  • Not on ballot: 33

I wouldn’t have picked Cousins for an All-NBA team, but this struck me as voters being open-minded about an unconventional candidate — one from a losing team.

Cousins sees it differently.

Cousins, via Michael Lee of Yahoo Sports:

“I don’t even know what an expert is any more,” Cousins told The Vertical about the all-NBA votes. “I mean, I had some guys, didn’t even vote for me, and that’s absurd. It’s a joke. It really is. It’s a popularity contest. It’s the guys who like them, it’s the guys they like, the guys they get to see on a nightly basis. I still don’t feel I get the respect I deserve. But I’m going to keep grinding. I’m going to stick with it.”

I wouldn’t have voted for Cousins. I put Draymond Green, Jordan and Al Horford at center for the PBT Awards. So, I obviously didn’t find omitting Cousins absurd.

Likewise, I wouldn’t have found including Cousins absurd. He wasn’t far behind in a deep crop of center candidates that also included Andre Drummond, Anthony Davis, Hassan Whiteside and Karl-Anthony Towns.

Though Cousins posted monster numbers — 26.9 points, 11.5 rebounds, 3.3 assists, 1.6 steals and 1.4 blocks per game — he contributed to the toxic environment that derailed Sacramento’s season. That counts, too. So does Cousins missing 17 games.

But before we get too far down the rabbit hole of sober analysis, remember this: Cousins, for better or worse, always has a huge chip on his shoulder. Of course he thinks he was slighted.

In fact, many voters find that stubbornness endearing. That’s why a popularity contest didn’t keep Cousins off some All-NBA ballots.

His season, while very impressive, just wasn’t overwhelmingly dominant enough to demand inclusion on every single ballot.

DeMar DeRozan didn’t meet with Lakers because he wanted “legacy of my own in Toronto”

LAS VEGAS, NV - JULY 18:  DeMar DeRozan #9 of the 2016 USA Basketball Men's National Team stands on the court during a practice session at the Mendenhall Center on July 18, 2016 in Las Vegas, Nevada.  (Photo by Ethan Miller/Getty Images)
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DeMar DeRozan was going to be one of the Lakers’ free agent targets last summer — an All-Star wing who could come home to Los Angeles and slide right into Kobe Bryant‘s now vacant spot in the rotation. But like the Lakers’ other top targets — Kevin Durant, Hassam Whiteside, etc. — the Lakers didn’t even get a meeting.

Durant’s reasoning was expected: “I really respect their team. I just thought they were a couple years away from where I wanted to be.”

DeRozan went another path — he loves Toronto and wants to carve out a legacy there, as he told Mark Medina of the Los Angeles Daily recently:

“When you have an opportunity to go home, that’s something that certainly would cross your mind. But it wasn’t anything,” DeRozan told Southern California News Group. “After I finish playing, I’m pretty sure I’ll live in L.A. But I just wanted to do something special and leave a legacy of my own in Toronto.”

DeRozan is big on loyalty — he has the word tattooed on his hands. If he says he’s in for something, he’s all the way in. And he is in for Toronto — he and Kyle Lowry have built what that team has become. The Lowry/DeRozan backcourt fueled the Raptors to the best season in franchise history last campaign — 56 wins and reaching the Eastern Conference finals. Nobody who knew DeRozan thought he would walk away from that, not even for the chance to play for the team he grew up idolizing.

The Daily News story does a fantastic job of showing DeRozan is still loyal to Los Angeles, too — he is a regular at the Drew League to this day. He loves L.A.

But that’s different from leaving an impressive Raptors team for the Lakers.