Russell Westbrook, the 2017 NBA MVP, retired in August 2026 after an 18-year career in the NBA spanning seven teams and setting a record 209 triple-doubles [1, 2, 3]. Shortly after, on September 2, 2026, Westbrook was announced as a co-founder and chief strategy officer of Project B, an emerging international basketball league [1, 3].
Westbrook holds an ownership stake in Project B and sits on its board of directors [1, 2, 3]. In his role, he will shape basketball strategy, develop strategic partnerships, and leverage his global business portfolio to grow the league [2]. He said, "With Project B, we are challenging the norm and bringing a new vision to the intersection of premium sport, culture, and entertainment. We are reimagining the experience with players not only as key value drivers but also as shareholders and decision makers" [2]. He also expressed in Mandarin, "我職業生涯的每一步，對我而言最重要的事情，就是確保每個人都能坐上談判桌。Project B正在挑戰傳統，為頂級運動、文化與娛樂的交會帶來全新願景。我們正在重新想像這項運動的體驗，讓球員不只是創造價值的核心人物，同時也是股東與決策者" [3].
Project B plans to launch its league with a tour-based format in January 2027. The league will host tournaments in major cities across Europe, Asia, and the Americas [1, 2, 3]. It combines men's and women's basketball, emphasizing the integration of top-level sports, culture, and entertainment [1, 3]. The men's teams will feature 11 players each [3].
The league has recruited several prominent women's basketball stars, including Azzi Fudd, Nneka Ogwumike, Jonquel Jones, Alyssa Thomas, Jewell Loyd, Kelsey Mitchell, and Sophie Cunningham [1, 3]. Project B claims to offer female players salaries higher than those in the current WNBA [1].
Landry Fields, former general manager of the NBA's Atlanta Hawks, leads men's basketball operations for Project B [1]. The league’s tournaments will be streamed live on YouTube [2].
Grady Burnett, Project B co-founder and COO, said Westbrook brings "an extraordinary combination of basketball intelligence, business ownership, cultural relevance and global reach. As co-founder, he will help shape both the game and the company as we expand the future for basketball globally" [2].
Project B is set to begin its inaugural season in January 2027, marking the next phase in Westbrook's post-NBA career [1, 2, 3].
