Fresh off his official retirement from the NBA last month, legendary nine-time All-Star, two-time scoring champion and 2017 league MVP Russell Westbrook is stepping into a groundbreaking new role in global basketball: co-founder and chief strategy officer of upstart mixed-gender professional league Project B.
Westbrook isn’t just lending his name to the new venture, which is scheduled to tip off its global tour in January 2027 across major cities in Europe, Asia, and the Americas. The basketball icon holds a significant ownership stake in the league and will serve as a voting member of its board of directors, granting him sweeping influence over the organization’s strategic direction and long-term growth.
In an official statement announcing his appointment, Westbrook emphasized that his new mission aligns with the core values that shaped his 16-year Hall of Fame-caliber NBA career. “At every step of my career, what was most valuable to me was making sure everyone had a seat at the table,” Westbrook said. “With Project B, we’re challenging the norm and bringing a new vision to the intersection of premium sport, culture, and entertainment. We’re reimagining the experience with players not only as key value drivers, but also as shareholders and decision makers.”
Questions have naturally emerged about whether Westbrook will step onto the court as a player for the new league, but current official details offer no indication that he plans to join the playing roster. Project B has already begun building out its operational framework, launching its women’s division earlier and filling key executive positions for its upcoming men’s side. This past summer, the organization named former Atlanta Hawks general manager Landry Fields as its head of men’s basketball, the first major leadership hire for the men’s circuit.
To date, more than a dozen high-profile women’s basketball stars have already committed to competing in Project B, including standout names such as former WNBA MVP Nneka Ogwumike, 2024 No. 1 overall draft pick Azzi Fudd of the Dallas Wings, two-time WNBA champion Alyssa Thomas, All-Star Jonquel Jones, three-time All-Star Jewell Loyd, and Seattle Storm rookie Awa Fam. League organizers also expect a large pool of talented young emerging players from across the globe to join the rosters, building a diverse, competitive global product.
One of the most notable promises the upstart league has made is a pay upgrade for its women’s athletes: Project B confirms that top player salaries on the women’s side will exceed the current maximum compensation offered by the WNBA, a move that addresses longstanding conversations about pay equity in professional women’s basketball.