The biggest villain in American sports — LeBron James — and the hated Miami Heat come to town Saturday night to face the Washington Wizards, only a few weeks removed from LeBron’s biblical return to Cleveland and the nuclear attention that accompanied it.
With time to digest all that hoopla — some may say too much time — I have come to wonder the following:
Were we all taken in? Were we set up?
Was all of this — the hate, the controversy — just events unfolding organically or part of some diabolical plan?
I know how ridiculous this may sound, but from the video of the kid dunking on LeBron to his lame playoff performance to “The Decision,” have we all witnessed one of the greatest orchestrated heel turns in history?
Is Vince McMahon advising LeBron James’ advisors?
This bizarre thought didn’t enter my mind until the postgame interview between James and TNT’s Craig Sager following Miami’s dismantling of the Cavaliers.
At the end of the interview, LeBron declared, “I have the utmost respect for this franchise, utmost respect for these fans and just continue the greatness for myself here in Miami and try to get better everyday.”
Of course, the immediate reaction after LeBron said he wants to continue the “greatness for myself” was this: The guy just can’t help saying or doing the wrong thing, can he?
Yes, it would seem that way. But think about it — this is perhaps the most marketing-conscious and controlled professional athlete we have ever seen. And yet every move he has made over the past year has been perceived as a public relations mishap.
Does that make sense?
Think about all the brilliant commercials LeBron has done. Think about the smart and clever commercial he did in reaction to criticism from “The Decision.” Think about the LeBron film, “More Than A Game.” The LeBron book, “Shooting Stars,” which glorified LeBron and his friends during their high school playing days.
And now, just like that, this son of Nike is going to make every misstep possible to turn a sports nation against him by accident?
LeBron had probably hit the ceiling as a good guy icon — in pro wrestling lingo, a “baby face.” If he was leaving Cleveland, why not get the most out of it and turn the image from baby face to heel?
The LeBron hate drew remarkable television ratings — a 5.0 overnight, demolishing the 4.1 on the competing NFL Network’s Eagles-Texans game.
LeBron James the villain — without an NBA title — is far bigger than LeBron James the hero without a championship.
If you believe that every move LeBron makes is not carefully calculated with the assistance of the greatest counter-culture marketer on earth — Nike — read Adrian Wojnarowski’s story on LeBron’s return to Cleveland. References to his Nike handlers being close by are sprinkled throughout the article:
“He laughed, and his most trusted Nike associate, Lynn Merritt — wearing a glossy, universal NBA credential — slapped James’ hands, reached his arm around James’ shoulder and whispered something funny into his ear.”
Maybe it was “Vince McMahon would be proud.”
Examiner columnist Thom Loverro is the co-host of “The Sports Fix” from noon to 2 p.m. Monday through Friday on ESPN 980 and espn980.com. Contact him at [email protected].
