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

Retired NBA MVP Russell Westbrook has joined Project B's board of directors as a co-founder ahead of the league's January 2027 launch.

Russell Westbrook, the 2017 NBA MVP and two-time scoring champion, has officially joined Project B as a co-founder and chief strategy officer. This appointment comes just one month after the veteran guard announced his retirement from professional basketball. Westbrook now holds a seat on the board of directors and maintains an ownership stake in the upstart organization, which features both men’s and women’s basketball circuits. The league is scheduled to launch in January 2027, utilizing a barnstorming format that will travel through various cities across Europe, Asia, and the Americas.

Project B aims to redefine the intersection of premium sport, culture, and entertainment by positioning players as shareholders and decision-makers rather than just value drivers. Westbrook stated that his vision involves ensuring everyone has a seat at the table while challenging existing norms in the industry. While he will oversee strategic initiatives, there is currently no indication that the former MVP will participate as a player on the court. The league has already begun filling its executive ranks, including the hiring of former Atlanta Hawks general manager Landry Fields to serve as the head of men’s basketball.

Women's Circuit and Roster Developments

The women’s side of Project B has already secured commitments from approximately one dozen players. Notable participants include former WNBA MVP Nneka Ogwumike, Alyssa Thomas, Jonquel Jones, and Jewell Loyd. The roster also features younger talent such as Dallas Wings rookie Azzi Fudd and Seattle Storm rookie Awa Fam. League officials have stated that salaries for the women’s circuit will exceed those currently offered by the WNBA. Many additional young players from international markets are expected to join the ranks as the rollout continues.

Global Expansion and League Structure

The January 2027 launch will initiate a tour across three continents, bringing high-level basketball to global markets in the Americas, Asia, and Europe. By integrating players as key shareholders, Project B intends to reimagine the professional sports experience. The men’s division is currently bolstering its leadership team following the addition of Landry Fields this past summer. This executive expansion coincides with the recruitment of international prospects to fill out the competitive rosters.

Strategic Vision for Player Ownership

Westbrook’s role as chief strategy officer focuses on a model where athletes serve as primary stakeholders in the business. The league is positioning itself as a disruptor to traditional basketball structures by offering higher compensation tiers for its female athletes compared to existing professional leagues. As the organization prepares for its debut, the focus remains on the intersection of sport and culture, driven by a board that now includes one of the NBA's most decorated modern players. The recruitment of both seasoned veterans like Ogwumike and rookies like Fudd signals a broad competitive range for the upcoming 2027 season.