A New Chapter in Basketball Leadership
Following his retirement from professional competition, Russell Westbrook has taken on a prominent new role in the sport. He is stepping into the leadership structure of Project B, a newly established basketball organization that features both men’s and women’s divisions. Rather than stepping away from the game entirely, the veteran star is channeling his extensive experience into the business and operational side of athletics.
Joining as Co-Founder and Chief Strategy Officer
In his new capacity, Westbrook will serve as both a co-founder and the chief strategy officer for Project B. This dual appointment places him at the heart of the league’s long-term planning and development. His responsibilities will involve shaping the strategic vision of the organization, helping to guide its growth in a competitive sports landscape, and supporting the overarching mission of the brand across both its men’s and women’s competitive tiers.
Expanding the Scope of Modern Sports Leagues
Project B represents an innovative approach to professional basketball by simultaneously developing both men’s and women’s competitions under a unified umbrella. By bringing in a high-profile figure with deep on-court knowledge and global recognition, the league aims to accelerate its market presence. Westbrook’s involvement highlights a growing trend of elite athletes transitioning directly from playing careers into influential executive positions where they can directly impact the future of sports business.
