?Can a former MVP reshape basketball’s future? Russell Westbrook, the newly retired NBA star, has stepped in as co‑founder and chief strategy officer of Project B.
The nine‑time All‑Star and 2016‑17 MVP hung up his shoes after an 18‑year run this summer. Now he’s taking an equity stake and a board seat in the fledgling league, which aims to debut in early 2027. No word yet on whether he’ll suit up.
Westbrook tops the list of high‑profile signings for Project B. The venture, backed by Maverick Carter—LeBron James’ longtime partner—has already enlisted former WNBA champion Alana Beard as chief basketball officer and ex‑NBA player Landry Fields to run the men’s side.
“Throughout my career, I’ve fought to give everyone a seat at the table,” Westbrook said. “Project B challenges the status quo, blending premium sport, culture and entertainment. We’re turning players into shareholders and decision‑makers.”
For my money, the $5 billion backing signals serious ambition. Founded by two tech CEOs, Project B plans to tour Asia, Europe and South America, streaming games on YouTube.
The league has drawn buzz for its lucrative women’s contracts while assembling a men’s roster. Signings include Nneka Ogwumike, Jonquel Jones, Alyssa Thomas and Sophie Cunningham, among others.
At 37, Westbrook leaves the NBA as the all‑time triple‑double leader with 209, plus two scoring titles and three assist crowns. Will his executive push help Project B become basketball’s next global powerhouse?