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.

Celtics hope return home can slow LeBron, Cavs in Game 5

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BOSTON (AP) — The Celtics expected to see a different LeBron James in Cleveland after the Cavaliers fell into a 2-0 hole to open the Eastern Conference finals

Two games and back-to-back wins later, James has reminded everyone exactly why he’s been to seven straight NBA finals.

Boston will be back in the embrace of its raucous fans at TD Garden for Game 5 on Wednesday. But a team that has thrived on youth this postseason suddenly looks disoriented without a go-to player and opposite a more veteran squad that has found a new attitude thanks to the fuel being provided by its biggest star.

“My teammates are putting me in position and wanting me to be in attack mode and trusting me to put our guys in position to be successful,” James said. “It’s not about me. It’s about the collective group, and I’m one of the byproducts of that.”

While the Cavs are certainly feeling rejuvenated, coach Tyronn Lue said it hasn’t changed their sense of urgency.

“We still gotta play,” Lue said. “We have veteran guys who have been there and know what it takes, but this is a young team, a good team that’s playing at home so experience is not going to be a factor. We have to come in there and have the same mentality that we had in Game 3 and 4.”

Two games ago, the numbers seemed all on the Celtics’ side.

They had moved to 9-0 at home during these playoffs and taken 2-0 series lead, which has been a magic number for a franchise yet to surrender such an advantage during its storied history (37-0). Over the last 96 minutes, Boston has been outscored by 39 points, has dropped to 1-6 on the road and is suddenly facing a must-win game to maintain home-court advantage.

Coach Brad Stevens said at the start of the playoffs that he believed there was value in the greenness of a young group that had several players getting their first taste of postseason basketball. He was proven right with Terry Rozier, Jaylen Brown and rookie Jayson Tatum all thriving as first-time postseason starters.

Their success had the cumulative effect of masking the absences of Kyrie Irving and Gordon Hayward. Now, the lack of an alpha like Irving capable of creating his own shot is sticking out with every 40-point game James produces.

Al Horford, Boston’s only healthy All-Star, was never a dominant scorer, but more of a facilitator who worked well in a finely tuned system.

Horford started off the series strong but his scoring and assist numbers have declined over the last two games.

Lue’s move to reinsert Tristan Thompson back into the starting lineup in Game 2 is a huge reason.

Thompson has not only helped things move better on the offensive end for Cleveland, he’s combined with Larry Nance to make things difficult on Horford. Horford had just four shots and seven points in 30 minutes in Game 3. He scored 15 points in Game 4 but was just 5-of-13 from the field with one assist.

If the Celtics are going to get back to the by-committee style that got them here, it must begin with his leadership. To that end, Horford said they’ll focus on correcting their issues, but also won’t dwell on them.

“As a group, we’re excited to be back, going back home,” he said. “Obviously we understand the challenge of it. We can’t think about the past. We just have to worry about this opportunity. We have a Game 5 at home, and we have to make the most of it.”

Cleveland is hoping James’ once quiet supporting cast continues its surge in Boston.

Kevin Love just missed his third straight double-double in Game 4 and sharpshooters JR Smith and Kyle Korver were 12 of 19 from the 3-point line in Games 3 and 4.

Korver’s efforts have stood out.

At 37 years old he was all over the court scoring in Game 4, diving for loose balls and collecting three blocks. While he anticipated being sore from all the activity, Korver said playing “fun basketball” is still propelling a guy looking for his first ring after appearing in 124 playoff games for five different teams during his 15-year career.

“There’s not many of us `03 class guys still around,” James said of Korver. “I feel like we’re just cut from a different cloth because we’ve been around for so long. We have this work ethic and you see him every day putting in the work, putting his mind, his body into it. It’s not about his age.”

 

Report: Timberwolves would dump Thibodeau before trading Karl-Anthony Towns

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In the NBA, when it comes down to a struggle between an elite player and the coach/GM, who wins? The player. A top 10 NBA player is much harder to get than a coach. If you don’t believe it’s the player go ask David Fizdale or Kevin McHale or Paul Westhead or.. I could fill up the entire NBC server with instances, you get the point.

As the tension between Karl-Anthony Towns and coach/GM Tom Thibodeau has bubbled to the surface in Minnesota, some teams have called up Thibodeau and the Timberwolves to check on KAT’s availability in a trade.

But would the Timberwolves really trade Towns? If one side is going to lose this battle, it’s Thibodeau, as ESPN’s Adrian Wojnarowski said on The Russillo Show (hat tip Uproxx).

“I think their owner would trade management/the coach before he would trade Karl-Anthony Towns. I don’t think they would allow that. I just don’t believe they’d allow that kind of decision. And I don’t know that they’d want to trade him… he’s Karl-Anthony Towns, they’re not moving him, Towns is eligible for his extension this summer. You know Jimmy Butler… it’s more of a question of Andrew Wiggins. That to me would be, if someone was going to get moved — and I’m not saying anyone’s going to get moved — I think Andrew Wiggins is the one you’re going to look at first. Because you don’t have to make a decision on Towns and Jimmy Butler and one of those guys having to take less on an extension, because you can’t have three [max] guys.”

To be clear, Thibodeau isn’t going anywhere this summer (unless he makes some kind of a power play move, like trying to trade Towns). The Timberwolves improved by 16 games last season and made the playoffs for the first time since 2004 — that was a step forward. Maybe not as big of one as some wanted/expected, but it wasn’t the kind of season that gets a coach/GM fired.

There’s also an odd dynamic in this with Jimmy Butler — he is Thibodeau’s guy. Butler has his back, and he can be a free agent in a couple of years, so if Minnesota wants to keep him then keeping the coach matters.

As for trading Wiggins, that is something to keep an eye on. Even if it’s not likely. After a disappointing 2017-18 season, there has been buzz around the league about the Timberwolves testing the market for Wiggins. The problem is Wiggins’ five-year, $148 million fully guaranteed contract kicks in next season — few teams want to take that on. To move Wiggins, Minnesota will have to take back bad contracts and/or send out sweeteners with him. Demand will not be high, despite Wiggins’ potential.

As Wojnarowski noted, both Butler and Towns have new contract coming up in the next couple of seasons, and both are clear max players. It puts Minnesota in a tight spot with the cap. They will be looking for some relief.

Just remember, if it comes down to Thibodeau or Towns, the player always wins. Especially a young, on-the-rise player.

Boston vs. Houston Finals? In 2-2 series, team with home court wins 80% of time

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Game 1 of the NBA Finals will see the Boston Celtics at the Houston Rockets starting May 31.

Or, at least that’s what the historic odds favor.

Most fans (and media/analysts) expect the Finals will still be Cleveland vs. Golden State, those are the two proven teams. However, as our own Dan Feldman noted, historically in a 2-2 series the team with two home games wins four out of five times.

Tuesday night, Houston looked every bit the kind of team that can stand up to the defending champion Warriors. Down 10 entering the fourth quarter, Houston’s improved ball-pressure defense wore down a Golden State team and took Kevin Durant and Klay Thompson (and in the fourth Stephen Curry) out of their rhythm. The Warriors couldn’t get the shots they wanted, didn’t get to the rim, went 0-of-6 from three and 3-of-18 overall in the fourth quarter. They looked like they were replaying the final games of the 2016 NBA Finals again (just with Durant). Meanwhile, Chris Paul was efficient and James Harden made plays that got Houston the comeback win. It was the kind of victory that can define a championship run.

Still, they need two more wins against a Warriors team that is loaded with All-Stars and has been to three straight Finals for a reason. Golden State believes it has another gear, now it needs to find it.

Out East, Boston heads home for Wednesday night’s game — the Celtics are 9-0 in the postseason and 22.4 points per 100 possessions better than on the road. Boston’s young role players have just been vastly superior on the parquet on both ends of the court. Plus, while the Cavaliers won Game 4, the Celtics won the last three quarters and seemed to find some defensive setups and plays that work for them.

Cleveland, however, has LeBron James.

Finally, we’ve got the kind of playoff drama we have wanted out of these conference finals.

Dikembe Mutombo to receive Sager Strong Award

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NEW YORK (AP) — Hall of Fame basketball player Dikembe Mutombo will receive the Sager Strong Award at this year’s NBA Awards show.

The award is named for longtime Turner Sports sideline reporter Craig Sager and presented annually to an individual who has been a trailblazer while exemplifying courage, faith, compassion and grace.

Mutombo’s honor was announced Tuesday by the NBA and Turner.

The four-time Defensive Player of the Year created the Dikembe Mutombo Foundation to improve conditions for people in his native Democratic Republic of the Congo, and the Biamba Marie Mutombo Hospital has treated nearly a quarter of a million people since opening in 2007.

He will receive a colorful suit jacket, the kind Sager fashioned during his years on air before dying of leukemia. The award will be presented on June 25 in Santa Monica, California.

Former New Orleans coach Monty Williams was last year’s inaugural recipient.