LeBron James palmed a basketball in each hand and spread his arms out for the photographer. Smile. Picture. At the next photo station, he balanced a ball on his left shoulder. Smile. Picture.
Without prompting, James then paused at the appropriate times during a slow, 360-degree spin so the camera could capture every angle of his powerful physique. Smile. Picture. Smile. Picture. Next.
James has this stuff down cold. Entering his fourth year as a pro, the Cavaliers' all-star forward understands that every NBA season must begin the same way: photo shoots, interviews, wind sprints.
He's hoping, though, this one can end differently.
``Last year making the playoffs was our main goal,'' James said. ``This year, it's about winning a championship.''
With James, the Cavaliers are confident they can.
One season after its first trip to the playoffs since 1998 ended with a Game 7 loss to the Detroit Pistons in the Eastern Conference semifinal, Cleveland has enough pieces to make a legitimate run at a title.
That's big talk for a franchise that has never made the finals. But as Cleveland fans have witnessed, with James, dreams are possible.
``That should be the goal every year,'' point guard Eric Snow said. ``You have to believe you can win it before you can do it. If you're not going to believe, then who is?''
Monday's media day at Quicken Loans Arena kicked off training camp for the Cavaliers, who made a few tweaks to their roster during the off-season and are a much more settled and experienced team than a year ago when they were coming off a summer overhaul.
When James, who won a bronze medal with the U.S. team at the world championships this summer, made his entrance onto the practice court he was swarmed by the usual horde of cameras and reporters who document the 21-year-old's every move.
James was relaxed but less playful than in past years. He was much more business-like as he spoke with conviction about his expectations for this year's Cavaliers, who open the pre-season on Oct. 10 against Boston.
``I think we can win it all,'' said James, who averaged 31.4 points, 7.0 rebounds and 6.6 assists last season. ``That's all that's on my mind right now, trying to win the whole thing. There' no reason to play in the NBA if you don't think you can win it all.''
After a brief summer vacation, James captained the U.S. team that toured China before finishing third in Japan. He hung out with good friends Dwyane Wade and Carmelo Anthony, filmed a few commercials and something with Spike Lee, had lunch with billionaire Warren Buffett and shot free throws on the New York City streets with David Letterman.
About to begin another whirlwind year of his glamourous life, he is neither overwhelmed or intimidated by anything.
``It's stressful and it's tiring, but it's fun,'' he said.
The Cavaliers won 50 games in the regular season, and as the No. 4 seed, they eliminated Washington in the first round of the playoffs. Cleveland then dropped two straight to the Pistons before winning three straight and the Cavs were within an offensive rebound of winning Game 6 and the series at home.
The Cavs had the lead at halftime of Game 7 in Detroit before the Pistons brought the defensive clamps down on James, limiting him to one field goal and the Cavaliers to 23 second-half points in an 18-point win.
James insists the bitter conclusion to last season doesn't gnaw at him.
``It's over and done with,'' said James, sporting a 330 tattoo _ his hometown of Akron's area code _ on his right forearm. ``Who knows what happens if we win that game. It's about a new season and we have to leave that behind us. We're one of the premier teams in the league. It's not about trying to chase anyone. It's about everyone chasing us now.''
Larry Hughes just wants to stay in the race.
The Cavaliers' biggest off-season free agent signing in '05, the six-foot-five guard missed 45 games after fracturing his middle finger. He returned for the final month but then missed time in the Pistons' series following the death of his younger brother.
``Last year was tough,'' Hughes said. ``But it made me grow, made me appreciate things more and hopefully I can do more to help the team this year. I'm not 100 per cent, but I'm ready to go.''
So, too, is Scot Pollard. The free-spirited power forward signed as a free agent to bolster Cleveland's soft inside game. Pollard, who made 32 starts for Indiana last year, joked that he's just happy to be on James' team.
``Am I excited to play with LeBron? It's awesome,'' said Pollard, sporting a big smile and a spiked hairdo. ``I'm a witness. I got the T-shirt and everything. I just wish I could have his Nike shoe contract.''
