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


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: Timberwolves ask Cavaliers about Iman Shumpert, who could be available in trade

CLEVELAND, OH - SEPTEMBER 26: Iman Shumpert #4 of the Cleveland Cavaliers poses for a portrait during media day at Cleveland Clinic Courts on September 26, 2016 in Cleveland, Ohio. 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. Mandatory copyright notice. (Photo by Jason Miller/Getty Images)
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The Timberwolves are looking to trade a point guard or two.

The Cavaliers are looking to trade for a point guard or two.

Could it be a match?

Shumpert seems like Cleveland’s most likely trade bait, and Minnesota – dangling Tyus Jones and maybe soon Ricky Rubio – is apparently interested.

Zach Lowe of ESPN:

Keep an eye on Iman Shumpert. Several teams, including Minnesota, have inquired about his availability in the past few weeks and gotten the impression Cleveland is ready to talk, according to several league sources. The Cavs won’t salary-dump Shump for nothing, but given their tax situation, cutting payroll by a few million promises exponential savings.

Shumpert is more valuable than Jones, less valuable than Rubio. Draft picks and/or other players can bridge the gap in any deal, but neither point guard makes much sense in Cleveland. Rubio is too good to back up Kyrie Irving. Jones is not proven enough to be significantly more dependable than Kay Felder.

What could make a lot of sense: A team trades for Rubio, displacing its current point guard, who goes to the Cavs in a three-way trade. With the Kings a known Rubio suitor, Darren Collison could fit in Cleveland – at least after his eight-game suspension. Similar iterations could work with other teams that have a decent point guard but want to upgrade to Rubio.

Report: Tristan Thompson and Khloe Kardashian engaged, getting their own reality show

NEW YORK, NY - MAY 16:  TV personality Khloe Kardashian attends the NBCUniversal 2016 Upfront Presentation on May 16, 2016 in New York, New York.  (Photo by Slaven Vlasic/Getty Images)
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Tristan Thompson is doing his best to ensure the Cavaliers live up to Joakim Noah‘s “Hollywood as hell” billing.

Just as they begin a high-profile title defense behind stars LeBron James, Kyrie Irving and Kevin Love, Thompson is bringing even more attention to Cleveland by taking his relationship with Khloe Kardashian to the next level.

Katherine Santana of In Touch:

Now that Khloé Kardashian and Tristan Thompson are engaged, In Touch can exclusively reveal details on the couple’s wedding. Khloé and Tristan are now in the works of getting their own reality show, and are planning to marry in front of the cameras!

Thompson and Kardashian are adults and should be free to live their personal lives as they see fit under the law. I just hope Thompson understands what he’s getting himself into.

Report: Lakers want to keep Metta World Peace… as assistant coach

EL SEGUNDO, CA - SEPTEMBER 26:  Metta World Peace #37 of the Los Angeles Lakers sits for an interview during Los Angeles Laker media day at Toyota Sports Center on September 26, 2016 in El Segundo, California.  (Photo by Harry How/Getty Images)
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The Lakers must drop two players before the regular season. The four five primary candidates:

  • Nick Young, the only one of the four with a guaranteed salary. There was talk of waiving him anyway, but he has seemingly played his way onto the team in the preseason.
  • Yi Jianlian, who has the highest salary of the group. His partially guaranteed, incentive-laden contract makes him an intriguing trade chip.
  • Thomas Robinson, the youngest of the bunch. The 25-year-old might be the best center in a few years of anyone on the Lakers’ roster.
  • Anthony Brown, the No. 34 pick just last year. He has a guaranteed salary.
  • Metta World Peace, the oldest player on the team. He turns 37 next month and hasn’t been productive in years.

The Lakers face one tough choice. Waiving World Peace should be the easy one – and it seems they know it.

Marc Stein and Ramona Shelburne of ESPN:

The odds are against Metta World Peace making the Los Angeles Lakers’ Opening Night roster, but the Lakers have interest in keeping the veteran forward around as an assistant coach if they can’t make room for him as an active player, according to league sources.

If the Lakers want to keep World Peace to mentor young players, assistant coach is the right role for him. It’s not worth wasting a roster spot on someone who’s no longer NBA caliber.

World Peace wants to keep playing, and he could lobby other teams. I’d be surprised if he gets another NBA contract, but I was also surprised the Lakers signed him the last two years.

More likely, World Peace must decide between being a Lakers assistant and playing overseas again.

Heat reportedly not shopping Goran Dragic, tell him trade rumors are untrue

MIAMI, FL - SEPTEMBER 26: A portrait of Goran Dragic #7 of the Miami Heat on September 26, 2016 in Miami, Florida. (Photo by Rob Foldy/Getty Images)
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The Heat and Kings reportedly discussed a trade that would send Goran Dragic to Sacramento for Rudy Gay and Darren Collison.

Could such a deal happen?

Miami is clearly sending out word from its end: No.

Barry Jackson of the Miami Herald:

Dragic on Erik Spoelstra, via Ira Winderman of the South Florida SunSentinel:

“He just said those rumors, they’re not true.”

Reminder: Mario Chalmers said the Heat told him they would keep him shortly before they traded him.

Teams get the most from players when they’re happy, and job security pleases most people. So, teams often assure players they won’t be traded. If a team violates that trust by dealing a player anyway… that’s no longer the team’s problem. The player is fuming elsewhere.

I don’t know whether the Heat will trade Dragic this season. Their assurances and signals mean something, but only so much.

I do know Dragic is on the wrong side of 30 and has a long-term contract that makes little sense on a rebuilding team.