Russell Westbrook joins Project B as co-founder and Chief Strategy Officer

Following his retirement from the NBA, Russell Westbrook has joined the startup basketball league Project B as a co-founder and Chief Strategy Officer. Westbrook will hold an ownership stake in the organization and serve on its board of directors. In his new role, he will help shape the league’s long-term vision, basketball strategy, and strategic partnerships across media, consumer products, and community programming.

Project B is a global venture scheduled to begin its inaugural season in early 2027, with plans to compete in Asia, Europe, and the Americas. The league aims to include current and former NBA players alongside top international prospects. The organization has already secured several high-profile figures, including Landry Fields to lead the men’s basketball division, Alana Beard as chief basketball officer, and advisor Maverick Carter. Other notable investors and participants include athletes such as Candace Parker, Novak Djokovic, and various WNBA players.