Russell Westbrook Inks Deal As Co-Founder, Chief Strategy Officer Of Project B

Russell Westbrook has made his first post-NBA career move.

According to ESPN, Westbrook is transitioning into executive sports leadership by joining the global basketball venture Project B as a co-founder and Chief Strategy Officer. He’s also taking an equity stake and a seat on the board of directors. Westbrook plans to play an active, hands-on role in shaping the upstart league’s long-term vision. He’ll focus on commercial partnerships and basketball operations alongside co-founders like the Chief Basketball Officer.

Project B, which features a Grand Prix-style 5-on-5 global circuit across Europe, Asia, and the Americas, aims to revolutionize modern sports economics by giving its men’s and women’s players direct equity and decision-making power. 

Westbrook’s move brings instant credibility and star power to the player-centric model, signaling a mission to ensure athletes are built into the ownership structure as true business partners 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. “With Project B, we’re challenging the norm and bringing a new vision to the intersection of premium sport, culture, and entertainment. We’re reimagining the experience with players not only as key value drivers, but also as shareholders and decision makers.” 

Drafted fourth overall as the franchise transitioned to Oklahoma City, Westbrook quickly formed a dynamic duo alongside Kevin Durant, leading the Thunder to four Western Conference Finals appearances and a trip to the 2012 NBA Finals. However, his legacy in OKC reached iconic status after Durant’s 2016 departure, when Westbrook embraced sole leadership of the franchise with unmatched ferocity. 

In the  2016–17 season, he won the League MVP and became the first player since Oscar Robertson to average a triple-double across an entire season. He would repeat the feat he went on to repeat the feat three more times. Eventually, he surpassed Robertson as the NBA’s all-time leader in career triple-doubles.