I don’t argue their intentions, the success of them or even the methodology. I think that there is going to be a shift away from the single-celebrity, multiple-brands format of endorsements and that Bron may be the last of a breed of players that defined the NBA from Magic & Larry and may be the only one able to elevate himself to the status of Superstar the way Kobe cannot from prior issues of consumer/fan trust.

Definitely email me direct if you are going to write more or want to discuss further.

Maybe I’ll have to break out my thoughts a bit further on this, maybe it’s even post-worthy. I do enjoy being a spectator of Brand James in the way that I appreciate watching the rise of a company with a superior product find its footing in the market — say, iPhone vs nokia. In the case of Brand James, I find that the messaging has been superior, even if the product is (merely?) on par with other great brands — Garnett, et al.

I disagree that there’s no history built into Brand James — no championships, surely. But the brand messaging is correct, we are witnesses to the history. The question is this: Can he deliver on the promise of that SI cover? Garnett has finally delivered on his, but maybe a little too late.

The Esquire article hints at what I think you’re asking: is all this “Global icon” business a bunch of hooey? Isn’t this just hubris? Is it disgusting, absurd?

At the close of the summit, LeBron initiates a team huddle, because, see, this is not only more than sponsorship, this is even more than partnership — this is a promise. Family.

A moment of incredible surreality, this huddle. Adam Sullins of Upper Deck went to Yale; he is the sort of smart that never falters. Lynn Merritt’s got the tested significance of aspirin. Here are these men, the top executives at the best companies in the world — hey, really, close your eyes and imagine it — here are these gentlemen folding willingly into a team huddle.

But what I’m looking at is the game of it all. Sure, this isn’t about being Ali. There’s no social justice component to it. But the level of endeavor, the audacity of it is captivating and, I’ll say it, inspiring. LeBron James and Maverick Carter are arguing that it’s possible to create a globally recognized brand in the form of a person who has yet to win anything on his own. (the gold medal was as much about Kobe Bryant as any other player). And they’ve got major brands lined up with them because it’s impossible not to see that the potential is absolutely there.

Jordan never started his career thinking that. Perhaps Tiger Woods is the only other athlete to come close and all would, I’m sure, willingly cite Jordan as their example. So I’ll call it a giant bit of commercial theater, but with the democratic justice of sport to back it up. And we get to see the best of the advertising world as a consequence.

There’s no history built into Brand James ala Michael at UNC or the 1984 Olympic Team. He has never come out with any statement to be construed as insightful or controversial aside from a lack of statements. Suffice it to say that everything about LBJ seems made to be packaged and sanitized for consumption by marketing and advertising types who adore that easy “access.”

Aside from having one’s face on a product, what exactly does being a “Global Icon” (as he put it), entail?

Smoke and mirrors. At least Garnett has always had personal depth and is a student of all aspects of basketball’s history, more specifically the people (not just players) that came before him.

The athlete’s agency in his own career both as a player and market force — their interdependence — seems a unique facet of that line of work.

Bron continues to be the Emperor in his new clothes. He is a vacuum of substance, thought and depth of development.

The faltering economy is going to show how the passe idea of self-branding is gone by the wayside. No more MJ cologne or Diddy-endorsed vodka.

He wants to be an icon, but people put them up for a specific reason. No one is better poised to take advantage of the dearth of leadership in the star-centric NBA. No one is worse-suited to fill that gap than a guy who couldn’t even stand to bring bullets to a reasonable argument with Charles Barkley.

Vote Chris Bosh…for everything.