Russell Westbrook is taking on a new role in basketball after his NBA career. The former NBA star has joined Project B as a co-founder and Chief Strategy Officer, becoming an equity holder in the company and joining its board of directors. He will help shape the project’s basketball strategy and long-term vision.
But what exactly is Project B? It is a new global sports and entertainment platform built around a traveling basketball competition, with events planned across Asia, Europe and the Americas. The format is designed as a global Grand Prix, with tournaments hosted in different cities and games streamed live on YouTube.
The project will initially focus on women’s basketball, with six teams featuring 11 players each. Several major WNBA stars have already committed to the competition, including Nneka Ogwumike, Jonquel Jones, Alyssa Thomas and Jewell Loyd. At the same time, Project B is building its men’s basketball component, with both circuits scheduled to launch in January 2027.
Project B aims to combine elite basketball with entertainment and culture, while giving players a greater role in the ownership and decision-making structure of the platform. The goal is to create a new global basketball ecosystem designed specifically for an international and digital audience.
For Westbrook, the move represents his first major basketball venture since the end of his NBA playing career following 18 seasons in the league.
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