Original Post on Forbes.com
For years, the Los Angeles Lakers were the glamour franchise of the NBA. They were perpetual winners with the biggest stars and greatest coaching. They played in Hollywood in front of stars and there was a sparkly aura to the Lakers that made them the number one destination for free agents. Forward-looking ownership with Jerry Buss, and a talented front office with Jerry West devised plans and made moves that made rebuilding a short process. It kept the team on top.
The Lakers finally had a top draft pick this year and selected gifted point guard, D' Angelo Russell. This left them a hole, necessitating signing a "big". LaMarcus Aldridge, a Portland free agent would have been the perfect fit. Buss and West would have shown him a future with the Lakers so enticing that a signing would be next. But, those days have passed. Aldridge reacted so poorly to the Lakers presentation that he immediately eliminated them from consideration. Cleveland's Kevin Love, who played at UCLA, and was an available free agent, resigned with his original team without even speaking with the Lakers. Oh, how the mighty have fallen.
How could the Lakers have fallen so far? They are selling a tradition and heritage from the past that is largely irrelevant to younger players. San Antonio has been a dynasty in recent years, Miami preceded them. Golden State won the championship this year and Cleveland might have won without injuries. These are the new glamour teams. The Lakers needed to present an exciting future, not dwell on a past that doesn't resonate with younger players.
The Lakers evidently sold the allure of Hollywood, endorsements and branding. The reality is that stars now have profile nationwide. The endorsement King of today's market is LeBron James. He appears in films, his brand is ubiquitous, and he plays in Cleveland. Kevin Durant is next, and he plays in Oklahoma City. Steph Curry has multiple endorsements playing in the Bay Area.
Kobe Bryant has been a beloved star forever in Southern California. His monomaniacal drive to win always has him at the center. It is his team, he has the power, not the coach. He is hypercritical of teammates, and hyper determined to make himself the focus of the team. The Busses are so determined to allow him to have a graceful exit and honor his legacy that they pay him in a way that prevents rebuilding and allow him to believe he is as dominant as he was fifteen years ago. It is forbidden in Laker circles to acknowledge that a number of seasons are being sacrificed at the altar of his unwillingness to retire. The Emperor has no clothes.
As long as the Lakers live in the past and it remains the Kobe Kingdom, it will be impossible to attract quality free agents. Who plays center? The Western Conference is loaded. No quick fixes here.