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.

Boban? Crowder? Holmgren? Exploring player votes for All-Star starters

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Four NBA players — not one as a joke, but four… as a joke — voted for injured Thunder rookie Chet Holmgren to start the NBA All-Star Game.

The NBA All-Star Game starters were announced Thursday, chosen from a weighted vote of fans (50%), media (25%) and current players (25%).

While most NBA players may take their All-Star Game starter votes seriously, some do not — they vote for friends, college teammates, guys with the same agent, or just whoever they feel like.

Which is comedy gold once we comb through the public vote (Note: names are not attached to who cast a vote, but we do see who got votes). This season, that list of players getting at least one vote to be an All-Star starter include:

Bol Bol (Orlando Magic, he got six votes)
Willy Hernangomez (New Orleans Pelicans, he got five votes)
Juancho Hernangomez (Toronto Raptors, he got three votes)
Omer Yurtseven (Miami Heat, he got three votes)
Georges Niang (Philadelphia 76ers, he got five votes)
Ochai Agbaji (Utah Jazz, he got four votes)
Jeremiah Robinson-Earl (Oklahoma City Thunder, he got three votes)
Bismack Biyombo (Phoenix Suns, he got three votes)
Jae Crowder (Phoenix Suns, he got two votes)
Udonis Haslem (Miami Heat, he got two votes)
Blake Griffin (Boston Celtics)
Boban Marjanovic (Houston Rockets)
Kemba Walker (Dallas Mavericks)
Kendrick Nunn (Los Angeles Lakers)
Ish Smith (Denver Nuggets)
Torrey Craig (Phoenix Suns)
Luka Garza (Minnesota Timberwolves)
Chimezie Metu (Sacramento Kings)
Furkan Korkmaz (Philadelphia 76ers)
R.J. Hampton (Orlando Magic)
Johnny Davis (Washington Wizards)
Cedi Osman (Cleveland Cavaliers)
MarJon Beauchamp (Milwaukee Bucks)
Paul Reed (Philadelphia 76ers)

That is just a fraction of the entire list.

Three things to Know: Knicks win another in clutch, beat Celtics in OT

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Three Things To Know is NBC’s five-days-a-week wrap-up of the night before in the NBA. Check out NBCSports.com every weekday morning to catch up on what you missed the night before plus the rumors, drama, and dunks that make the NBA must-watch.

1) Knicks win another in clutch, beat Celtics in OT behind 37 from Randle

It will surprise Knicks fans, but New York has been a good clutch team in the tightest of games this season: In games within three points in the final three minutes, they are 11-9 with a +7.8 net rating.

The Knicks didn’t look like a clutch team — but did what Knicks fans expected — when they blew a 13-point lead by scoring just four points over the final 5:20 of the fourth quarter. Combine that with Jayson Tatum scoring 11 in the frame, and the Celtics came back to tie the game and force OT.

However, in the OT, the Knicks had RJ Barrett knocking down big shots.

And, with the game on the line, they had Jalen Brunson with the block.

With that, the Knicks went into Boston and pulled out the 120-117 OT win over the East-leading Celtics. Julius Randle had 27 points and nine rebounds (and hit the free throws that put the Knicks up for good in OT), Brunson scored 29, and Barrett added 19.

There are promising signs for Knicks fans:

Brunson and Randle just out-dueled Tatum and Jaylen Brown.

The Knicks have now racked up back-to-back wins against the Cavaliers and Celtics.

New York will need more wins like this because they will be battling the Heat, and maybe the Pacers, for that No. 6 seed and avoiding the play-in the rest of the season. But don’t sleep on a couple of quality wins.

2) Luka Doncic leaves game with ankle sprain; Mavericks win anyway

Name the team that could least afford to lose its superstar.

The Mavericks — with their heliocentric offense built around Luka Doncic — have to be at the top of the list.

Dallas could be without Doncic for a few games after he sprained his ankle just minutes into Thursday night’s contest against the Suns. Doncic drove on Cameron Johnson but when he couldn’t get to the rim he stopped, spun, tried to step back, stepped on the foot of Mikal Bridges and rolled his left ankle.

Doncic left the game and he did not return. Dallas can’t afford to be without Doncic for long, it gets outscored by 5.3 points per 100 possessions this season when he sits. He is an All-Star starter and in the MVP mix. He averages 33.8 points, 9.1 rebounds and 8.6 assists a game.

Just to prove that last paragraph wrong, the Jazz went out and beat the Suns 99-95 without Doncic behind a season-high 36 points from Spencer Dinwiddie, plus Dorian Finney-Smith chipped in 18 points and 12 rebounds.

3) LeBron, Antetokounmpo captains as All-Star starters named

Last season, Team LeBron won the All-Star Game partly because LeBron James had Giannis Antetokounmpo on his team.

Not this year. It will be Team LeBron vs. Team Giannis, they received the most fan votes in their conferences and will be the captains for the Feb. 19 All-Star Game in Salt Lake City. This is the sixth time LeBron is a captain, and his teams are 5-0.

In a new twist, James and Antetokounmpo will choose their teams right on the court before the game — true playground style. The captains will draft from a pool of starters announced Thursday — selected by a vote of fans, media, and current players — and then the backups from a list of reserves selected by the coaches (which will be announced next week).

Here are this year’s starters (two backcourt, three frontcourt players from each conference):

WESTERN CONFERENCE
Stephen Curry
Luka Doncic
LeBron James
Nikola Jokic
Zion Williamson

EASTERN CONFERENCE
Kyrie Irving
Donovan Mitchell
Kevin Durant
Giannis Antetokounmpo
Jayson Tatum

Joel Embiid was the odd man out of a tight race for the final frontcourt spot in the East (because the fans voted him fourth, the media and players each had him third, but the fans count for 50% of the weighted vote). This will be the first start for Williamson (if he’s healthy enough to play) and Mitchell.

Luka Doncic leaves game with sprained ankle, X-rays negative

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Mavericks fans everywhere were holding their breath.

Just more than three minutes into a showdown with the Suns Thursday, Luka Doncic drove on Cameron Johnson but didn’t get around him, so Doncic stopped, spun, tried to step back, and stepped on the foot of Mikal Bridges‘ and rolled his left ankle.

After a Torey Craig 3-pointer, Doncic left the game and hobbled back to the Mavericks locker room to be checked out. While X-rays were negative Doncic is out for the remainder of the game.

It will be tomorrow before the Mavericks can get a feel for how long Doncic might be out. They can’t afford for him to be out long, Dallas has been outscored by 5.3 points per 100 possessions this season when Doncic is off the court. He has been playing through ankle soreness for a few weeks but has missed only a couple of games.

Doncic, who was just voted an All-Star starter, is in the MVP mix this season averaging 33.8 points, 9.1 rebounds and 8.6 assists a game. The Mavericks are 8.7 points per 100 possessions better when he is on the court.

LeBron James, Giannis Antetokounmpo captains as All-Star starters named

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LeBron James is just 157 points shy of Kareem Abdul-Jabbar’s NBA all-time scoring record, which he should break early next month. But before breaking that iconic record, he tied Abdul-Jabbar for another NBA milestone.

LeBron was the leading fan vote-getter and is an NBA All-Star Game for the 19th time, tying Abdul-Jabbar for the most All-Star appearances in league history.

James and Giannis Antetokounmpo received the most fan votes in their conferences and will be the captains of the teams for the Feb. 19 All-Star Game in Salt Lake City. This is Antetokounmpo’s third time as captain, it is LeBron’s sixth — and his teams are 5-0 in his previous captaincies.

In a new twist, James and Antetokounmpo will pick their teams playground style right on the court before the game. They will choose from a pool of starters announced Thursday — selected by a vote of fans, media, and current players — and then the backups from a list of reserves selected by the coaches (which will be announced next week). Here are this year’s starters (two backcourt, three frontcourt players from each conference):

WESTERN CONFERENCE
Stephen Curry
Luka Doncic
LeBron James
Nikola Jokic
Zion Williamson

EASTERN CONFERENCE
Kyrie Irving
Donovan Mitchell
Kevin Durant
Giannis Antetokounmpo
Jayson Tatum

This is the first start for Zion Williamson and Donovan Mitchell.

The vote also squeezed Joel Embiid out of a crowded frontcourt in the East. Here is the voting breakdown, where each player’s score is weighted based on 50 percent for the fan vote, 25 percent for player vote, and 25 percent for the media vote.

Eastern Conference Frontcourt

Player (Team) Fan Rank Player Rank Media Rank Weighted Score
1. *#Giannis Antetokounmpo (Milwaukee)      1      1      2      1.25
2. *Kevin Durant (Brooklyn)      2      2      4      2.5
3. *Jayson Tatum (Boston)      3      4      1      2.75
4. Joel Embiid (Philadephia)      4      3      3      3.75
5. Jimmy Butler (Miami)      5      7      5      5.5
6. Pascal Siakam (Toronto)      6     6      5      5.75
7. Paolo Banchero (Orlando)      8      8      5      7.25
8. Bam Adebayo (Miami)      11      5      5      8.0
9. Julius Randle (New York)      9      10      5      8.25
10. Kyle Kuzma (Washington)      7      16      5      9.25

 

Eastern Conference Guards

Player (Team) Fan Rank Player Rank Media Rank Weighted Score
1. *Kyrie Irving (Boston)      1      1      4      1.75
2. *Donovan Mitchell (Cleveland)      2      2      1      1.75
3. Jaylen Brown (Boston)      3      3      2      2.75
4. James Harden (Philadelphia)      4     5      5      4.5
5. Tyrese Haliburton (Indiana)      8      6      3      6.25
6. DeMar DeRozan (Chicago)      6      4      10      6.5
7. Trae Young (Atlanta)      12      5      6      7.0
8. LaMelo Ball (Charlotte)      7      9      10     8.25
9. Darius Garland (Cleveland)      10      7      6      8.25
10. Jalen Brunson (Milwaukee)      12      8      9      10.25

 *–Voted to start
#–Team captain

Western Conference Frontcourt

Player (Team) Fan Rank Player Rank Media Rank Weighted Score
1. *# LeBron James (Los Angeles)      1      2      2      1.5
2. *Nikola Jokic (Denver)      2      1     1      1.5
3. *Zion Williamson (New Orleans)      4      3      4      3.75
4. Anthony Davis (Los Angeles)      3      7      6      4.25
5. Lauri Markkanen (Utah)      7      4      5      5.75
6. Domantas Sabonis (Sacramento)      9      5      3      6.5
7. Paul George (L.A. Clippers)      6      6      9      6.75
8. Andrew Wiggins (Golden State)      5      19      9     9.5
9. Draymond Green (Golden State)      14      9      9      9.75
10. Kawhi Leonard (L.A. Clippers)      11      14      7      10.75

Western Conference Guards

Player (Team) Fan Rank Player Rank Media Rank Weighted Score
1. *Stephen Curry (Golden State)      1     2      2      1.5
2. *Luka Doncic (Dallas)      2      1      1      1.5
3. Ja Morant (Memphis)      3      3      3      3
4. Shai Gilgeous-Alexander (Oklahoma City)      4      4      4      4
5. Damian Lillard (Portland)      7      5      5      6.0
6. De'Aaron Fox (Sacramento)      8      5      5      6.5
7. Devin Booker (Phoenix)      10      7      5      8
8. Russell Westbrook (Los Angeles)      6      18      5      8.75
9. Anthony Edwards (Minnesota)      13      8      5      9.75
10. Klay Thompson (Golden State)      5      25      5      10

 *–Voted to start
#–Team captain