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.

Devin Booker to play in Suns’ opener Wednesday

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Devin Booker — the Suns’ newly minted max contract player — had been working hard to recover from off-season hand surgery in time for the opening of the season (the original timeline after surgery had him missing the first week or two of the season).

Looks like he made it, according to coach Igor Kokoskov, via Duane Rankin of the Arizona Republic.

Booker is young, 21, and hopefully he just healed quickly. There is no reason to rush Booker back here, the Suns need to approach this season with a long-term view, not thinking win now.

This is going to be an interesting young Suns team with Booker, rookie Deandre Ayton, Josh Jackson, T.J. Warren, Mikal Bridges, and now with some veteran voices in Trevor Ariza and the newly added Jamal Crawford in the locker room. This team is not playoff bound in the West, but nightly they will be improved and not a pushover.

Portland, NBA community react to passing of Paul Allen

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For 30 years, Paul Allen has owned the Portland Trail Blazers. In that time the team made the NBA Finals a couple of times, was a model of consistency making the playoffs 23 times, and providing a city unforgettable memories filled with some of the biggest personalities and best players in the game.

Allen passed away Monday, losing his battle to cancer. He was just 65 years old.

It has led to an outpouring from the entire NBA community, especially around Portland.

“Paul Allen was the ultimate trail blazer – in business, philanthropy and in sports,” NBA Commissioner Adam Silver said. “As one of the longest-tenured owners in the NBA, Paul brought a sense of discovery and vision to every league matter large and small.  He was generous with his time on committee work, and his expertise helped lay the foundation for the league’s growth internationally and our embrace of new technologies.  He was a valued voice who challenged assumptions and conventional wisdom and one we will deeply miss as we start a new season without him.  Our condolences go to his family, friends and the entire Trail Blazers organization.”

Russell Westbrook listed as out for season opener vs. Warriors

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No Russell Westbrook. No Andre Roberson. Maybe no Steven Adams.

This is not what the NBA had in mind when they sent Oklahoma City to Golden State for the second game of the NBA’s opening night doubleheader on national television. But, that’s the reality due to injury.

Westbrook had arthroscopic surgery on right knee back on Sept. 12 and it was expected to be re-evaluated around the start of the season. However, with the marathon of the NBA season about to start no way the Thunder were never going to rush him back, national television and the Warriors or not. While it’s less than ideal, getting it dealt with and missing training camp and a few games is better than to risk something worse during the season (or miss a month of the season in a Western Conference where there is little margin for error because of the depth of quality teams).

The Thunder called it “maintenance,” but this is Westbrook’s fourth surgery on that knee, although it’s the first in more than four years. His issues with this knee date back to the 2013 playoffs when Patrick Beverley crashed into it and tore the meniscus.

Westbrook is about to turn 30, has some heavy-usage miles on that body, and just signed a five-year, $205 million contract extension.

Alvin Gentry: Pelicans wouldn’t trade Anthony Davis for anyone – ‘not even Beyonce’

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Pelicans star Anthony Davis said he’s the best player in the NBA.

His coach, Alvin Gentry, agreed then expanded.

Gentry:

If you don’t want to call him the best player, I call him the most valuable. Because if you can trade him for anybody, then he is the most valuable guy. Not that we would ever consider that. Don’t you guys take some kind of spin and put it on top. There is no one in the league that we would trade him for. There is no one out of the league. Not even Beyonce. If we wouldn’t trade him for her, then he’s probably untouchable.

I’d trade Davis for Giannis Antetokounmpo, who’s also in the MVP race, even younger and locked up an extra season.

LeBron James, Stephen Curry and James Harden are better, older and locked up for longer than Davis. I’d probably trade Davis for LeBron or Curry, though not Harden.

Ben Simmons, Joel Embiid and Jayson Tatum are worse, younger but also locked up for longer than Davis. I probably wouldn’t trade Davis for any of them, though the additional team control makes it worth considering.

Really, Davis is already at the point – as few as two years from unrestricted free agency – trade speculation hits high gear. The possibility of him leaving New Orleans high and dry in 2020 is too great to ignore.

As far as Davis for Beyonce… I guess it depends on your priorities.