Russell Westbrook is beginning his next chapter the same way he played basketball: aggressively, strategically and with no interest in remaining on the sidelines.
Russell Westbrook is ready to make waves in this new venture.
This opportunity allows Russell Westbrook to leverage his extensive experience.
With Russell Westbrook at the helm, Project B is poised for success.
Russell Westbrook’s insights will be invaluable in this process.
Just one month after announcing his retirement from the NBA, Westbrook has joined Project B as a co-founder and chief strategy officer. The former NBA Most Valuable Player also holds an ownership stake in the emerging global basketball league and will serve on its board of directors.
Russell Westbrook believes in a collaborative approach.
As he reflects on his journey, Russell Westbrook remains committed to growth.
For Russell Westbrook, this is an opportunity to redefine success in sports.
Russell Westbrook’s role is crucial in this innovative venture.
Russell Westbrook’s passion for inclusivity shines through.
This is not a ceremonial celebrity appointment. Westbrook is expected to help shape Project B’s basketball strategy, long-term direction and strategic partnerships as the organization prepares for its January 2027 launch.
With Russell Westbrook leading the charge, the future looks bright.
The move places Westbrook on the ownership and decision-making side of professional sports at a moment when athletes are increasingly seeking equity, governance power and long-term financial participation.
From Triple-Doubles to the Boardroom
Russell Westbrook’s influence will be felt across the globe.
Russell Westbrook’s Vision for the Future of Basketball
Westbrook retired after an 18-year NBA career that included nine All-Star selections, two scoring championships and the 2016-17 MVP award. He also finished his career as the NBA’s all-time leader in triple-doubles, recording 209.
Those accomplishments established his basketball legacy. His Project B investment could help establish his business legacy.
Westbrook will take an active role in shaping the company’s basketball operations and global expansion strategy. His responsibilities also include building strategic partnerships and identifying opportunities for Project B to collaborate with companies and initiatives across his broader business portfolio.
“At every step of my career, what was most valuable to me was making sure everyone had a seat at the table,” Westbrook said in announcing the move.
That language matters because Project B is attempting to build an ownership model in which players are not treated merely as talent hired to create value. The organization intends for participating athletes to have opportunities to become shareholders and decision-makers.
Project B Is Building a Global Basketball Platform
Project B is scheduled to launch with competitions traveling through cities in Asia, Europe and the Americas. The organization plans to combine professional basketball with week-long sports and entertainment festivals in its host markets.
The league has already recruited a notable group of women’s basketball players, including Alyssa Thomas, Jonquel Jones, Nneka Ogwumike, Jewell Loyd, Kelsey Mitchell, Sophie Cunningham and Azzi Fudd. Project B has also indicated that it intends to establish a men’s basketball component.
Its approach enters a sports marketplace in which women’s basketball is attracting larger audiences, rising franchise valuations and increased investment. Project B is wagering that elite players can help build a global event and entertainment property while sharing more directly in the financial upside.
That is a serious proposition—but far from a guaranteed victory.
New sports leagues must secure dependable financing, media distribution, sponsorships, venues and enough fan loyalty to survive beyond their first burst of publicity. Star names can open doors, but disciplined execution keeps those doors open. Westbrook’s appointment gives Project B visibility and credibility; it does not remove the difficult work ahead.
The Bigger Power Move Is Ownership
For decades, professional athletes generated enormous value for leagues, franchises, broadcasters and sponsors while holding little influence over the systems around them.
That model is changing.
More athletes are using their earnings, public profiles and business networks to purchase equity in companies, sports properties and media ventures. Westbrook’s move represents that shift clearly: he is transitioning from playing inside a basketball enterprise to helping own, govern and build one.
He is not simply endorsing Project B. He has a seat on its board.
He is not merely appearing in promotional materials. He is responsible for strategy.
And he is not waiting for someone else to determine the value of his name, experience and global influence. He is positioning himself to participate in the value those assets may create.
BBR Assessment
Russell Westbrook’s decision represents the kind of post-career transition more athletes should study. The strongest part of the deal is not the chief strategy officer title—it is the combination of equity, board representation and operating influence.
Project B remains an early-stage venture, and its ultimate commercial success will depend on execution. But Westbrook has entered at the stage when meaningful ownership can be secured and the direction of the company can still be shaped.
That is the distinction between joining a mature organization as a paid ambassador and helping build an emerging property as an owner.
Westbrook spent 18 seasons attacking the rim. His next arena is the boardroom, and once again, he is moving with purpose.
BBR Power Move Score: 98/100
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