Of course, James' reputation was tarnished, as well. He was seen as an integral part of the hype, a co-conspirator with ESPN. And although some of that criticism was understandable, it was stunning just how quickly perceptions of the two-time NBA MVP changed. Before July 8, James had been generally thought of by many NBA fans and the media as a solid citizen. No drugs, no fights, no guns, no major off-court issues. His public persona was that of a hardworking, team-oriented, extremely gifted superstar who -- though confident -- wasn't cocky and even occasionally exhibited an air of humility.
His dalliance with free agency had been low key. Outside of an innocuous appearance on "Larry King Live," he seemed to stay out of the media spotlight. There was no grand tour of the markets competing to sign James. He had the six teams, including the Cavs, quietly make presentations in Ohio over a three-day period. The process was wrapped up a week after NBA free agency began. There was no Brett Favre-like Hamlet routine, no "to be or not to be" media melodrama.
Yet overnight he became, depending to whom you listened, a "narcissistic fool," "an egotistical self-promoter" and "an arrogant, selfish brat." Could a one-hour TV special -- albeit one that was poorly conceived and heavily criticized -- have that much impact?
Part of the issue was that ESPN and Team LeBron's concept for "The Decision" was based on hype. It was created to make James' decision an extravaganza. In that respect, it was immensely successful. It reached an enormous audience. And if your attitude is "I don't care how you talk about me, just talk about me," then mission accomplished. But James' decision was going to be attention-getting, regardless. When the best player in the league changes teams, that's big news. And James and his advisers should have realized the importance of letting fans from the rejected markets down gently, especially those in Cleveland. He should have done so with style, grace, humility and appreciation -- he could have largely avoided the PR land mines and moved on to Miami.
Maybe ESPN analyst and "Around the Horn" panelist Michael Smith understood Team LeBron's take better than the rest of us: "His brand is not about whether you like him or not, it's about paying attention to him. He did this because he can. He's the king, and he rubbed it in everybody's face. It's a different day and age."
If that, indeed, was James' point of view, it further underscores the admonition of NBA commissioner David Stern, who was right on the money when he said of the special, "I would have advised him [LeBron] not to embark on what has become known as 'The Decision.' I think that the advice that he received on this was poor. His performance was fine. His honesty and his integrity shined through. But this decision was ill-conceived, badly produced and poorly executed."
Added Stern, "Those who were interested in it were given our opinion prior to its airing."
James might have been better served by making a concise, well-rehearsed statement that articulated the angst-ridden process that led to the most important decision of his life. Gray's interview seemed to be an attempt to dance around that point without giving away the climactic moment. After watching James' performance on "The Decision" a number of times, I felt a tinge of sympathy. He seemed quite likable, but there were few moments in which he seemed to exhibit any real joy. He looked tense, uncomfortable, on edge, nervous, ill at ease. There was little bravado except for the flip "I'm taking my talents to South Beach," which felt like a line someone else gave LeBron that he was having difficulty delivering.
An ESPN.com SportsNation poll taken after the program showed 60 percent of the responders felt his involvement in "The Decision" had "permanently damaged" his image. Dan Le Batard, a frequent ESPN contributor, noted that "Fans changed their opinion on him. He traded being beloved for being hated except in Miami. ? He turned it into a spectacle that seemed to unnecessarily kick Cleveland in the teeth." Wondered ESPN.com columnist Bill Simmons, "Could James & Co. be so unaware that it would be perceived this way? Putting at risk the likability, respect and loyalty he'd built up over seven years?"
Nice
Without getting too graphic, you should think more carefully about what you just said.
