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.

Thunder’s Enes Kanter: ‘I don’t like Golden State, so I want Cleveland to win the championship’

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When Kevin Durant left the Thunder for the Warriors, Oklahoma City center Enes Kanter jumped fully on board the pro-Russell Westbrook, anti-Durant bandwagon.

That ride doesn’t stop with his former teammate facing the Cavaliers in the NBA Finals.

Kanter, via Fox Sports Radio:

I don’t like Golden State, so I want Cleveland to win the championship.

Kanter never misses an opportunity to take a shot at the Warriors – except when Zaza Pachulia laid out Westbrook and stood over him.

Dwane Casey: Masai Ujiri assured me I’ll return as Raptors coach

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Raptors president Masai Ujiri didn’t mince words at his season-ending press conference: Toronto’s playing style had become unacceptable.

It sounded as if he might have been planting the seed for firing Dwane Casey.

But the coach says Ujiri assured him he’d return next season.

Casey on TSN (hat tip: Blake Murphy of Raptors Republic):

I think people mistook Masai’s comments for that. We had a good meeting before that meeting, and we’ve had meeting since then – with all the coaches – as far as plans for next year and the culture reset, which I think every corporation and every team should do periodically to get the culture back in focus and that type of thing. It’s not like we’re in total chaos or anything like that. It’s just good to have roles defined, things we can do better in each of our roles.

We’re doing some good things and some things we can do much better with. And that’s what we’ll plan on doing this summer and also this fall, when we go to training camp.

The Raptors’ offensive rating has dropped from regular season to the playoffs by 8.5, 7.2 and 11.7 the last three years. Their isolation-heavy style is just easier to stop when defenses see it in consecutive games.

The big question: What does Toronto do about that?

It’d be difficult to move on from the two players most responsible for the style, DeMar DeRozan and Kyle Lowry. DeRozan is signed long-term, and if the Raptors don’t re-sign Lowry, who’ll be an unrestricted free agent this summer, they won’t have the cap space to land a comparable replacement.

The best bet is probably changing schemes from the bench and hoping the players can adjust – and maybe Casey can handle that responsibility. Hiring a new coach obviously would been the clearest path to a shake up, but maybe Casey can evolve. I’d want to see a plan from him before committing to keeping him, but maybe Ujiri got that.

Casey has played a key role in Toronto’s improvement, it’s nice to give him an opportunity to coach differently before hiring a different coach.

Kevin Durant: Don’t blame me for Nets, Magic and other teams stinking

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For the first time in NBA history, the NBA Finals will feature the same matchup for three straight years.

Among those responsible: Kevin Durant, who sunk the title-contending Thunder and gave the Warriors an even stronger grip on the Western Conference.

But don’t blame him for a lack of parity league-wide.

Durant, via Sam Amick of USA Today:

“Like I’m the reason why (expletive) Orlando couldn’t make the playoffs for five, six years in a row?” he said. “Am I the reason that Brooklyn gave all their picks to Boston? Like, am I the reason that they’re not that good (laughs). I can’t play for every team, so the truth of the matter is I left one team. It’s one more team that you probably would’ve thought would’ve been a contender. One more team. I couldn’t have made the (entire) East better. I couldn’t have made everybody (else) in the West better.”

Some teams will always be better than others. The Magic, Nets and more were mis-managed before Durant left Oklahoma City.

But I’m not even sure this is the right debate.

Does the NBA even have a parity problem to blame on Durant?

Cleveland and Golden State aren’t traditional powers. Before 2015, the Warriors hadn’t won a title since 1975 and the Cavaliers had never won one. Their ascension is proof of parity – that sound management and a little luck can lift teams from the basement.

Report: Clippers take Chris Paul-to-Spurs rumor ‘very seriously’

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Want to laugh off that Chris Paul-to-Spurs rumor?

The Clippers aren’t joining you.

Marc Stein of ESPN:

The Clippers should be concerned. Losing Paul would unravel their entire foundation, dropping them from the fringe of championship contention to out of the title picture completely. It could even help usher out Blake Griffin, who will also be an unrestricted free agent this summer. (To be fair, Paul leaving could also help convince Griffin to stay.)

About a month ago, the Clippers reportedly expected Paul to stay. They even reportedly struck a verbal agreement with him to re-sign before that. But they can’t officially sign him until July, and that leaves the door open for him to leave.

The Clippers should be heartened by their advantages – a prime market and a projected max offer of $205 million over five years.

The most another team projects to be able to offer is $152 million over four years, and San Antonio will have a hard time doing that. Even if they trim their roster to Kawhi Leonard, LaMarcus Aldridge, Pau Gasol, Danny Green and Tony Parker, the Spurs would still have to shed two of those players to clear max cap space.

So, never say never, but the Clippers’ concern might be rooted more in the dire consequences of Paul leaving rather than the likelihood of it.