For years, the NBA was built on the alliance of patient money and marketing pizzazz, and no team captured that curious mixture better than the Los Angeles Lakers. Through Showtime in the 1980s and the dominance of the Shaq-Kobe years, the Lakers became the benchmark for a league and a sport intent on global conquest: charismatic, ambitious, and flashy, a sporting-cultural amalgam in which athleticism and celebrity held equal rank. Through careful front office recruitment, savvy coaching, and the harnessing of Hollywood’s star power, the Lakers evolved from a team into a “brand,” establishing a template that virtually every other outfit in…
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