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.

Watch highlights of LeBron James’ playoffs, Finals run

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LeBron James was dominant — the clear best player on the planet — when the Cleveland Cavaliers needed him most. That’s the reason Cleveland got its first major sports title in 52 years.

It’s the dead part of the NBA season — training camps don’t even open for a month — so why not enjoy a look back at LeBron’s amazing run to a legacy-defining NBA ring. Like you don’t have 15 minutes for this. What are you going to do, watch more preseason football?

It’s Joel Embiid’s turn to swat a little kid’s shot (VIDEO)

TARRYTOWN, NY - AUGUST 03: Joel Embiid #11 of the Philadelphia 76ers poses for a portrait during the 2014 NBA rookie photo shoot at MSG Training Center on August 3, 2014 in Tarrytown, New York. 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 Nick Laham/Getty Images)
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It’s a summer tradition — tall NBA players swatting away the shots of young kids at camps/clinics.

Philadelphia’s Joel Embiid has yet to step on an NBA court — this fall, finally? — but he is part of the youth tradition now, destroying this young man at the Sixers Beach Bash event Saturday.

This summer Embiid has arm wrestled Justin Bieber and looked good working out in an empty gym, and to add to that list here is Embiid overpowering an average guy at Beach Bash then throwing it down. The man at least provided a little more resistance than a chair.

Harrison Barnes reveals his engagement on Twitter (PHOTO)

LAS VEGAS, NV - JULY 22:  Harrison Barnes #8 of the United States drives against Argentina during a USA Basketball showcase exhibition game at T-Mobile Arena on July 22, 2016 in Las Vegas, Nevada. The United States won 111-74.  (Photo by Ethan Miller/Getty Images)
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Despite the Warriors’ loss in the Finals, it’s been a good summer for Harrison Barnes. He signed a four-year, $94 million deal in Dallas and won a gold medal with Team USA at the Olympics in Rio de Janeiro. And maybe best of all, he got engaged on Saturday night, as he revealed on Twitter:

Congrats to Barnes and his new fiancée.

Report: Mo Williams considering retirement, could be waived by Cavs

CLEVELAND, OH - JUNE 22:  Mo Williams #52 of the Cleveland Cavaliers looks on during the Cleveland Cavaliers 2016 NBA Championship victory parade and rally on June 22, 2016 in Cleveland, Ohio.  (Photo by Mike Lawrie/Getty Images)
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Shortly after winning a title with the Cleveland Cavaliers, veteran guard Mo Williams picked up his $2.2 million option for next season, choosing to take the guaranteed money on the table for him rather than test free agency at age 33. But he might not be with the Cavs this season — the Cleveland Plain Dealer‘s Joe Vardon reports that Williams is considering retiring from playing due to lingering knee problems, and the Cavaliers could waive him under the stretch provision in the coming days.

Williams, 33, a 13-year veteran and former All-Star who played a supporting role in the Cavs’ 2016 NBA championship, is strongly considering retirement, multiple sources told cleveland.com.

From Williams’ side of this, he battled a left-knee issue for most of last season while playing in just 41 regular-season games, as his playing time dwindled once Irving returned from knee surgery and the coaching staff chose to stick with Matthew Dellavedova as Irving’s backup.

Sources said his balky knee, desire to coach — especially younger players and children — and the obvious chance to go out as a champion are weighing heavily upon him.

Vardon reports that the Cavs are considering stretching him before the August 31 deadline, but are holding off for now because they want to leave open the possibility of a trade with another team to take on his salary. Either way, it looks as though Williams is done after 13 seasons in the NBA.