Russell Westbrook Joins Project B as Co-Founder, Chief Strategy Officer

Russell Westbrook, the former NBA Most Valuable Player and all-time leader in career triple-doubles, has joined the upstart global basketball venture Project B as a co-founder and its new chief strategy officer. The move, announced on September 3, 2026, marks the first major executive role for Westbrook, who officially retired from the NBA in August after an 18-year playing career. In his new position, Westbrook will take an equity stake in the league and serve on its board of directors. He plans to play an active, hands-on role in shaping the venture's long-term vision, focusing on commercial partnerships and basketball operations. Project B is a Grand Prix-style 5-on-5 global circuit that plans to debut in early 2027, with tournament hubs across major cities in Asia, Europe, and South America. The league's model is designed to give both men's and women's players direct equity and decision-making power, positioning them as shareholders rather than just employees. "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 a statement.