Narrative- a story or account of events, experiences, or the like, whether true or fictitious.

Unless you have been living within the confines of outer space hanging with ailiens during the last few days then let me remind you that LeBron James has made his decision to take his “Talents” back home to play with the Cleveland Cavaliers. It’s a great move from many different angles, for NBA fans no more “Big 3” in Miami, for Cleveland Cavalier fans they get the prodigal son back and for the NBA as a business they just increased revenue for the league already. Everything is peaches and cream, LeBron has been redeemed in the public eye. All this is great, but as much as I want to believe in the narrative-driven storylines being propagated by the media I must meet the narrative with something nobody on planet earth has yet to do with thus far-Skepticism.

Some days I want to be a singer,then the next day I want to be Picasso. It’s my biggest milestone. Obviously. I want to maximize my business. And if I happen to get it, if I happen to be a billion-dollar athlete, ho. Hip hip hooray! Oh, my God, I’m gonna be excited”- LeBron James on becoming a billionare ( GQ Magazine February 2014 )

As you can see up top LeBron James earlier in this calendar year made it no secret that he wants to be a billionaire. The keyword in that particular quote is “Maximize”, the Akron native even when he was locked in on getting a 3-Peat with the Miami Heat this season still had the mindset and always had the mindset of maximizing his business which is the global juggernaut known as the LeBron James brand. Nike, McDonalds and Samsung are some of the many heavyweights in LeBrons laundry list of endorsements, he’s always going to bank off of those but in terms of his brand as a whole the best way for him to maximize it was to go back home.

Before the decision to go back to the Cleveland Cavaliers a large contingent of basketball fans worldwide still loathed LeBron James for his diva ways, but more importantly for the way he turned his back on his city during the national television special known as “The Decision”. Back in 2010 he was still ringless, still young and still a global icon from a business perspective but after that took place it was a public relations nightmare for the once most beloved athlete in all of the United States of America. It took 3 of his 4 seasons in Miami to get the majority of the public on his side, after the Heat repeated in 2013 LeBron could do no wrong.

Fast forward to this year where LeBron and the Miami Heat got manhandled by Kawhi Leonard and the San Antonio Spurs in the NBA Finals and LeBron had yet another decision to make. It was either stay the course and continue to build in Miami or go back to Cleveland and “Do the right thing”. He chose the latter and timing couldn’t have been more perfect for him on all sides. Dwyane Wade is aging quickly and a lackluster NBA Finals put the onus on LeBron James to carry the team (again) and be the super hero which he isn’t. On top of that Chris Andersen and Ray Allen were free agents, Mario Chalmers was talking nonsense about LeBron being disloyal to him indirectly on social media and Pat Riley several weeks ago was “pissed”. In the eyes of America and the casual sports fan it wouldn’t have been the worst thing to leave the rapidly depleted Heat who had all the sudden resembled the 2007 Cleveland Cavaliers. If LeBron was ever going to leave the Miami Heat the time was now and he did.

Why This Is An Ingenious PR Move

In 2010 during the bonanza that was LeBron James impending free agency decision he was very open, very free and information on his next destination was flying around everywhere. LeBron seemed to have learned his lesson from last time and was much more low key, he wasn’t in the public eye, he wasn’t all over social media. He did what regular players do which is lay low and let his agent (Rich Paul) seek the best opportunities for him. The curveball in his return to Cleveland which was a heartfelt letter via SI.com where he stated why he was coming back.

Before anyone ever cared where I would play basketball, I was a kid from Northeast Ohio. It’s where I walked. It’s where I ran. It’s where I cried. It’s where I bled. It holds a special place in my heart. People there have seen me grow up. I sometimes feel like I’m their son. Their passion can be overwhelming. But it drives me. I want to give them hope when I can. I want to inspire them when I can. My relationship with Northeast Ohio is bigger than basketball. I didn’t realize that four years ago. I do now.

Remember when I was sitting up there at the Boys & Girls Club in 2010? I was thinking, This is really tough. I could feel it. I was leaving something I had spent a long time creating. If I had to do it all over again, I’d obviously do things differently, but I’d still have left. Miami, for me, has been almost like college for other kids. These past four years helped raise me into who I am. I became a better player and a better man. I learned from a franchise that had been where I wanted to go. I will always think of Miami as my second home. Without the experiences I had there, I wouldn’t be able to do what I’m doing today.

I went to Miami because of D-Wade and CB. We made sacrifices to keep UD. I loved becoming a big bro to Rio. I believed we could do something magical if we came together. And that’s exactly what we did! The hardest thing to leave is what I built with those guys. I’ve talked to some of them and will talk to others. Nothing will ever change what we accomplished. We are brothers for life. I also want to thank Micky Arison and Pat Riley for giving me an amazing four years.

I’m doing this essay because I want an opportunity to explain myself uninterrupted. I don’t want anyone thinking: He and Erik Spoelstra didn’t get along. … He and Riles didn’t get along. … The Heat couldn’t put the right team together. That’s absolutely not true.

I’m not having a press conference or a party. After this, it’s time to get to work.

When I left Cleveland, I was on a mission. I was seeking championships, and we won two. But Miami already knew that feeling. Our city hasn’t had that feeling in a long, long, long time. My goal is still to win as many titles as possible, no question. But what’s most important for me is bringing one trophy back to Northeast Ohio.

I always believed that I’d return to Cleveland and finish my career there. I just didn’t know when. After the season, free agency wasn’t even a thought. But I have two boys and my wife, Savannah, is pregnant with a girl. I started thinking about what it would be like to raise my family in my hometown. I looked at other teams, but I wasn’t going to leave Miami for anywhere except Cleveland. The more time passed, the more it felt right. This is what makes me happy.

To make the move I needed the support of my wife and my mom, who can be very tough. The letter from Dan Gilbert, the booing of the Cleveland fans, the jerseys being burned — seeing all that was hard for them. My emotions were more mixed. It was easy to say, “OK, I don’t want to deal with these people ever again.” But then you think about the other side. What if I were a kid who looked up to an athlete, and that athlete made me want to do better in my own life, and then he left? How would I react? I’ve met with Dan, face-to-face, man-to-man. We’ve talked it out. Everybody makes mistakes. I’ve made mistakes as well. Who am I to hold a grudge?

I’m not promising a championship. I know how hard that is to deliver. We’re not ready right now. No way. Of course, I want to win next year, but I’m realistic. It will be a long process, much longer than it was in 2010. My patience will get tested. I know that. I’m going into a situation with a young team and a new coach. I will be the old head. But I get a thrill out of bringing a group together and helping them reach a place they didn’t know they could go. I see myself as a mentor now and I’m excited to lead some of these talented young guys. I think I can help Kyrie Irving become one of the best point guards in our league. I think I can help elevate Tristan Thompson and Dion Waiters. And I can’t wait to reunite with Anderson Varejao, one of my favorite teammates.

But this is not about the roster or the organization. I feel my calling here goes above basketball. I have a responsibility to lead, in more ways than one, and I take that very seriously. My presence can make a difference in Miami, but I think it can mean more where I’m from. I want kids in Northeast Ohio, like the hundreds of Akron third-graders I sponsor through my foundation, to realize that there’s no better place to grow up. Maybe some of them will come home after college and start a family or open a business. That would make me smile. Our community, which has struggled so much, needs all the talent it can get.

In Northeast Ohio, nothing is given. Everything is earned. You work for what you have.

I’m ready to accept the challenge. I’m coming home.”

This letter was great and it was a complete 180 degree turn from what we saw in 2010. However LeBron is always on the cutting edge of public perception and brand building with this just being another example. Anyone could appreciate this letter, even a huge LeBron hater like myself. For crying out loud I was reading this letter like it was the 2002 smash hit single “Song Cry” from Jay-Z, it had that much authenticity to it. Much of what he was saying are things I have said to Heat fans in argument for how he was wrong for leaving Cleveland the way he did, such as how it impacted the kids from that city.

However as great as that letter is I have to meet it with unbridled skepticism. Even if I’m a very firm believer in 2nd chances in life you got to understand that we are dealing with a guy that has a lot at his disposal such as a great business team, adoration from the media, global endorsements that control the sports world and more importantly legions of fans that will support him no matter what. When you take into consideration that he has all of those things you have to question him. This was the same guy who was yelling “Not 1, not 2, not 3, not 4, not 5, not 6, not 7” from the mountain tops less than a Barrack Obama presidential term ago and now all of a sudden his main focus isn’t to win as many championships as possible? That just doesn’t add up.

On top of all of that the contract he just signed with the Cavaliers is a deal worth 2-years/42.2 millon. This is obviously a great buisness move, but I thought LeBron James was in Cleveland for the long haul, I thought he was here to fully commit to his city and bring them a title. While that is true to a certain extent let’s be very honest with ourselves, this move is more about money and brand repair more than it’s about anything else.

The NBA is a business and at the end of the day it’s about putting fannies in the seats over anything else while keeping the players happy. LeBron’s return the Cavaliers has already sold out season tickets for all of next year and for the NBA having a small market like Cleveland succeed is imperative for the leagues success as a whole. Last year the Cavaliers ranked 16th in the NBA in attendance with an average of 17,329 fans per game (84.3% seats filled). This is great for the NBA because now you have 2 of the leagues biggest stars in Kevin Durant and LeBron James in small markets.

Let’s not make LeBron out to be a huge hero though, the Heat had a lot of questions while the Cavaliers have a young core of Kyrie Irving, Andrew Wiggins and Dion Waiters. The prospects of playing with a younger core of players coupled with coming back home and repairing his global image made this choice a no-brainer. I just think the letter was an ingenious idea and pretty much stamped that public perception of him will be generally positive for at least 2 years.

Another thing you have to look at is how the league is in a transitional period where stars like Kobe Bryant, Tim Duncan and Dirk Nowitzki will be retiring within the next 3-4 years. The Cavaliers have this guy named Kyrie Irving who also just re-signed for a max deal of 5-years/$90 million. The Cavaliers have been bad since the day he’s got there and the NBA hasn’t had a chance to give him the exposure or market him the way they want, so with all of these older superstars leaving the league soon you have to think the NBA wants to produce another global icon to increase revenue to its maximum potential. Paring LeBron James with Kyrie Irving will only increase the Irving’s star power.

The NBA is expected to increase the NBA salary cap to upwards of as high as $80 million due to a new TV deal. As part of the collective bargaining agreement the players and owners spilt any and all basketball related income(BRI) right down the middle at 50-50. So obviously the higher the BRI then the higher a players salary can become. The new TV deal is slated for the 2016-2017 season which also happens to be when LeBron’s current contract in Cleveland is up. He already makes just above $20 million on his current deal, so if LeBron is still healthy playing prime basketball then he will be 31-years old and command upwards of a unprecdented $30 million a year. WHAT?!! That’s Michael Jordan money and LeBron clearly thinks he should be compensated like that for multiple years. Those Jordan deals were only 1-year deals so this is different LeBron wants the $30 million plus and the NBA salary cap is now in a position for him to get that for himself.

So while its a commendable act by LeBron to put together a heart-felt letter to Cavaliers fans lets see this move not for what we want it to be but rather for what it is. This is a man who is more fixated on getting most money rather than bringing a title to Cleveland, he went there to repair his image and improve his relationship with sports fans worldwide. He also positioned himself on a good young nucleus of budding stars where he can compete for titles and command the most money in the NBA on a per year basis since Michael Jordan. His legacy already is one of the first megastar we have seen go through every stage of his career in the social media era and he knows that.

For all the skepticism I have about LeBron’s letter and decision to play for his hometown Cleveland Cavaliers I sincerely hope that for the sake of the fans and kids in Cleveland that his intentions sincerely are genuine and that he doesn’t have a hidden agenda. If he can put at the very least just 1 championship banner in Cleveland then that will be the greatest stamp on whats already been an eventful and equally accomplished career. If he says he thinks he can help Kyrie Irving be one of the best guards in the league, I hope that’s his intention. If he says he saw the perspective of young kids in Cleveland and wants to be their role model, I hope that’s his intention. More importantly I hope his greatest intention is to bring the longest suffering sports city in America its first championship since 1964. For now though he’s a super hero with a wine and gold cape.