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.

Russell Westbrook on matchup with Ricky Rubio: ‘Let’s get past that. We’re done with that’

Gene Sweeney Jr./Getty Images
3 Comments

After Ricky Rubio‘s 26-point triple-double in Game 3, Russell Westbrook said, “I’ma shut that s— off next game though. Guarantee that.”

Westbrook definitely tried. The Thunder star defended Rubio far more aggressively in Game 4 last night. But Westbrook also fouled Rubio four times in the first half and played too out of control, committing five turnovers. Rubio (13 points, eight rebounds, six assists) wasn’t nearly as individually excellent, but his passing keyed the Jazz’s offense.

Most importantly, Utah outscored Oklahoma City by 12 in the 30 minutes the point guards shared the court and won 113-96 to take a 3-1 series lead.

How did the matchup with Rubio go, Russ?

Westbrook:

It’s not about me and him. Let’s get past that. We’re done with that.

How convenient.

Westbrook is the one who brought attention to the individual matchup. He took stopping Rubio upon himself. Now, when it didn’t go well, Westbrook suddenly doesn’t want to talk about it?

Maybe Westbrook realized he got carried away, to the detriment of his team. It’s not too late to fix that, and this could be his attempt to do so before Game 5 Wednesday.

But he also must own the egg on his face for putting the spotlight on Westbrook-Rubio and then dodging the attention once the matchup went south.

Rockets 50, Timberwolves 20: Most dominant playoff quarter in shot-clock era (video)

Leave a comment

James Harden missed a floater and clapped in frustration. The Rockets’ third quarter in Game 4 against the Timberwolves didn’t get off to a great start. Harden’s shooting had underwhelmed since Game 2.

Then, Harden and Houston broke out of the funk – in a big way.

The Rockets outscored Minnesota 50-20 in the third quarter of their 119-100 victory last night, giving Houston a 3-1 lead in the first-round series. The 30-point margin in the third quarter was tied for the most lopsided playoff quarter in the shot-clock era:

image

Harden singlehandedly outscored the Timberwolves himself, 23-20. Paul added 15.

The Rockets shot 5-of-10 on 2-pointers, 9-of-13 on 3-pointers and 13-of-13 on free throws. Houston committed no turnovers and offensively rebounded a third of its misses.

It was incredible output, even for the NBA’s best offense.

The Rockets’ 50 points were second-most in a playoff quarter – and the most in a victory – in the shot-clock era. The leaderboard:

image

As expected, Wesley Matthews says he will pick up $18.6 million option with Mavericks

Getty Images
Leave a comment

Wesley Matthews still has value as an NBA player.

However, he doesn’t have $18.6 million in value on the open market right now — especially in what will be a tight market this summer — so he’s going to take the cash on the table. Matthews is going to opt into the $18.6 million in the final year of his contract (the final season of a four-year, $70 million deal), he told Dwain Price of the Mavericks’ official website.

He said he will pick up that option and return and play next season with the Mavs.

“Obviously that’s something that hasn’t been on my mind,” Matthews said. “That’s what you have an agent for and agencies for.

“Like I said, I don’t plan on being anywhere else. And now it’s just focusing on getting back healthy, which I am now, and getting on this court.”

Matthews missed the final 16 games of last season with a stress fracture in his right fibula, and played in just 63 games total. He has been cleared to resume basketball activities now and is back on his workout routine.

Matthews biggest value has been on the defensive end, where he has been good on the wing for Dallas. Offensively, he averaged 12.7 points per game last season, shooting an improved 38.1 percent from three and with a true shooting percentage right around the league average at 54.1. He’s been solid in Dallas, a glue guy and a veteran example for young players such as Dennis Smith Jr., although they paid him that contract to be more than just solid.

Matthews name came up in trade rumors last deadline, and now that he has an expiring deal you can expect his name to come up again this summer and into next season (if he’s not moved). He’s an interesting trade piece who could help a lot of playoff-bound teams, something the Mavericks are not likely to be.

Draymond Green is texting Joel Embiid advice during playoffs

Getty Images
Leave a comment

In Game 1 of their series, the Philadelphia 76ers — without Joel Embiid — blew the doors off the Miami Heat, winning by 27. It’s the kind of game that can lead a young team to overconfidence.

That’s when Draymond Green texted Joel Embiid some words of advice, reports Jessica Camerato of NBC Sports Philadelphia.

“Draymond texted me after the first game when we blew Miami out,” Embiid recalled Monday. “He basically told me that it’s not going to be the same in Game 2. They came back and they won that game.”

Green was right, but it’s one of the harder things for young players to understand, how much the ground can shift game-to-game in the playoffs. For the first four games especially, matchups and strategies will change night-to-night, and around Game 5 that tends to settle down and become more about execution (and talent).

For the Sixers, everything in their series changed with the return of Joel Embiid. Unhappily wearing a mask, Embiid’s defensive presence in the paint slows the Heat attack and allows things like Philly’s Game 4 comeback win on the road. Now Embiid’s about to make his home playoff debut in Game 5 Tuesday night, with a chance to close out the series.

“The atmosphere was amazing, it was insane,” Embiid said of the home crowd in Games 1 and 2. “After going to Miami, I felt like nothing compared to it. … We’ve been almost perfect [at home] since the beginning of the year. It just shows you how much we need them. Especially myself, I play better in that type of environment. I need the fans to get into it and push me. That makes me elevate my game.”

Beyond the first round, in an East where the expected best teams — Toronto and Cleveland — have looked vulnerable, the door is open.

“A lot of people say that we have a bright future, but I think our time is now,” Embiid said. “We have a pretty good chance. We have a special team, a lot of great guys. I don’t think we need anybody else. We’ve just got to work with what we have, and we have a special team. I feel like we have a pretty good chance to go far.