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.

DeMarcus Cousins answers first several Kings-related questions same way (video)

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DeMarcus Cousins had a bitter exit from the Kings, but that won’t be the last they see of him.

Cousins’ Pelicans will host Sacramento tomorrow night.

Not that Cousins rushed to talk about the matchup.

Justin Verrier of ESPN:

Cousins is pretty funny when joking with the media, and his smile is contagious. Just listen to all the laughs Cousins generates as he goes through his shtick.

Bonus points to Cousins for eventually breaking down and providing real answers. Some of his relationships in Sacramento were clearly meaningful to him, and he wanted to acknowledge those — even if he’d prefer just to get past this awkward game and all the talk it invites.

Report: Sweet-shooting 7-footer Lauri Markkanen leaving Arizona for NBA draft

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Lauri Markkanen is 7-foot and made 42% of his 3-pointers this season.

That combination alone will have NBA teams drooling, and the Arizona freshman will capitalize.

Evan Daniels of Scout:

Arizona’s Lauri Markkanen is declaring for the NBA Draft and is expected to sign with an agent, multiple sources told Scout.

Markkanen seems pretty certain to get picked in the lottery, likely in the top 10.

Calling him a good shooter for his height undersells him. It’s not just he shoots so efficiently from deep, it’s that he can generate 3-pointers in so many ways — pick-and-pops, spot-ups, off off-ball screens and even running pick-and-rolls himself. Having the height to shoot over defenders is his most noticeable asset, but don’t undersell his mobility.

Markkanen also finishes well at the rim and offensively rebounds at extremely impressive clip for someone who spends so much time on the perimeter. Those interior skills instill belief he will eventually become a suitable defender.

There are a couple red flags. He’s old for a freshman, turning 20 before the draft. He leaves plenty to be desired defensively, especially due to his lack of strength.

But his size and shooting are tantalizing. That’s plenty for now.

Dwyane Wade wowed by jumping, around-the-back alley-oop pass in McDonald’s All-American Game (video)

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Watch for Collin Sexton in the 2018 NBA draft.

In the meantime, the Alabama commit had all eyes — include Dwyane Wade‘s — on him with this pass in the McDonald’s All-American Game last night.

Carmelo Anthony on shrinking role with Knicks: ‘I see the writing on the wall… I’m at peace with that’

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Carmelo Anthony scored just nine points on 12 shots in the Knicks loss to the Heat last night — well below his season averages of 22 points on 19 shots per game.

Anthony, via Ian Begley of ESPN:

“I see the writing on the wall. I see what it is,” Anthony said late Wednesday night. “I see what they’re trying to do, and it’s just me accepting that. That’s what puts me at peace. Just knowing and understanding how things work. I’m at peace with that.”

Is Anthony talking about just the Knicks’ final dozen games of this season, when they’re clearly interesting in testing less-proven players? Or is he referring to his entire tenure in New York?

Anthony has said he’d consider waiving his no-trade clause if the Knicks want to rebuild, and they’ll reportedly try again to trade him this offseason. Perhaps, this is Anthony indicating he’s warming up to the idea of allowing a trade.

Anthony’s and Kristaps Porzingis‘ timelines are barely compatible, if at all. It’d make sense for the Knicks to go in a different direction.

Could Anthony be at peace with that?