When the Game Was Ours - Larry Bird [150]
"When I came into the league," Bird told an audience of financiers, "I wanted to make a million dollars. Magic wanted to make a hundred million dollars. And we both got what we wanted."
As a player, Magic cut his own licensing agreement with the NBA and left other players kicking themselves for not thinking of it first. When the Lakers were on the road, he'd hobnob with corporate executives in each city, becoming friendly with power brokers like Hollywood's Michael Ovitz and Starbucks CEO Howard Schultz.
Johnson's mission was to establish thriving businesses in under-served communities. Where others saw urban blight and decay, Magic saw opportunity. He signed a partnership with Sony Entertainment and opened a 12-screen multiplex theater at the Baldwin Hills Crenshaw Plaza in Los Angeles. His inner-city theaters featured murals of African American heroes like Martin Luther King Jr. and Jackie Robinson. He insisted on multiple concession stands offering cultural snacks and stadium seating.
As Magic conceptualized the revitalization of city neighborhoods, it was apparent to him that the glaring omission in his vision was the lack of a meeting place. In 1998, through a partnership with Starbucks, he opened his first Urban Coffee Opportunities store in Los Angeles.
His formula proved to be a stunning success. Magic Enterprises grew to be worth more than $500 million, yet it was his unique way of assisting minorities while still turning a profit that made him the envy of his NBA peers. Players who used to flock to Johnson for basketball advice now approached him as their business guru.
"Forget all the basketball stuff," said Charles Barkley. "The economic opportunities he provided poor people in their own communities is the most remarkable thing he's ever done."
Johnson continued to educate the world about HIV and AIDS, writing children's books and appearing regularly on the talk-show circuit. When both diseases emerged as a major problem in China, he filmed public service announcements with national hero Yao Ming.
"My goal after I found out I was HIV-positive was not to let that define me," Johnson said. "It has been a long road, but I think people only see that as a small part of my life now."
In 2002 Bird finally relented and accepted an offer from Donnie Walsh to return to the Pacers in a front-office role as president of basketball operations.
On the surface, the Pacers had all the tools to contend for a title. They had Reggie Miller, one of the most lethal shooters of all time, and Jermaine O'Neal, a blue-chip center in the prime of his career. Forward Ron Artest, the most versatile player on the roster, was powerful, hit shots, could defend, and was notably unselfish on the floor. In 2003–2004, Artest averaged 18.3 points, 5.7 rebounds, and 3.7 assists and was named Defensive Player of the Year.
After Artest led Indiana to the Eastern Conference Finals in 2004, Bird and Walsh briefly discussed trading him while his value was at its peak. Ultimately, the Pacers stood pat, and for a while the decision paid dividends.
Artest, O'Neal, and the mercurial Stephen Jackson set the tone in practice with hard fouls and incessant trash-talking. Their emotions were their greatest asset and their biggest weakness. Reggie Miller, the consummate professional, tried to provide a calming influence, but there was only so much he could do.
"Some days he'd just look at me and shake his head," Bird said.
On the night of November 19, 2004, Bird sat in his living room watching his team put the finishing touches on a critical win over the Detroit Pistons in Auburn Hills, Michigan. There were only 45.9 seconds to go when Artest thumped Detroit big man Ben Wallace as he drove to the basket. It was a hard foul in a game that was already decided, and Wallace wheeled around and shoved Artest to articulate his displeasure.