Russell Westbrook Joins Project B: A Bold Bet After Retirement

Less than a month after announcing his retirement, Russell Westbrook has made his first move in the new chapter of his career. Not as a commentator, not as a brand ambassador — Westbrook has become co-founder and Chief Strategy Officer of Project B, a newly launched global basketball league. He also holds an ownership stake and sits on the board of directors. This is not a friendly handshake; it is a statement about player power in the post-NBA era. Project B is scheduled to tip off in January 2027, with a barnstorming model traveling through cities in Europe, Asia, and the Americas. The core differentiator lies in its operating philosophy: players are shareholders and decision-makers. Westbrook stated clearly: 'We are giving players a real seat at the table.' This model directly challenges the traditional owner-player structure that the NBA and WNBA have maintained for decades. What is most notable is the rollout strategy. Project B is launching its women's circuit first, with a commitment to salaries higher than the current WNBA levels. This is a strong financial statement, but it is also the biggest question: where does the funding come from? The WNBA currently has an average salary of approximately $120,000-$150,000 per season, with a max around $250,000. To surpass these figures, Project B needs a massive initial investment — estimated between $50 and $100 million — yet no information about investors has been disclosed. On the personnel front, Project B has made credible moves. Landry Fields, former Atlanta Hawks General Manager, has been appointed head of men's basketball. This signals that the league is serious about building a professional operation, not just relying on Westbrook's fame. On the women's side, about a dozen players have committed, including notable names such as Nneka Ogwumike, Alyssa Thomas, Jonquel Jones, Jewell Loyd, Azzi Fudd, and Awa Fam. This roster provides a substantial foundation for the launch phase. However, the picture on the men's side remains unclear. No players have been announced, only executive positions. The only information is that 'many young players from around the world are expected to participate.' This is a concerning signal. Convincing male players currently in the NBA or EuroLeague to leave their existing contracts for a league with no history is an enormous challenge. Targeting young international players may be a smart strategy — reducing costs and avoiding direct confrontation with the NBA — but it also lowers the league's competitive ceiling. The global barnstorming model also raises questions about sustainability. No fixed home arenas, no home-court advantage, and constant travel across three continents will create significant physical and logistical pressure. This model resembles the Harlem Globetrotters more than a traditional professional league. It prioritizes entertainment value over competitive integrity, which may affect how seriously players and fans evaluate the product. A critical legal issue remains unaddressed: FIBA sanctioning. If Project B operates without approval from the International Basketball Federation, participating players could face the risk of losing eligibility for national team competitions. This could be a major barrier for international players — exactly who Project B is targeting. The player-shareholder model is also legally untested territory, potentially creating conflicts of interest and raising questions about the role of players' unions. Looking at history, leagues challenging the NBA rarely succeed. Ice Cube's BIG3 still exists but has not made a significant impact. The Super League failed miserably. However, Project B has one key difference: the player-ownership model. This is a genuine innovation, not just a new league. If successful, it could change how players perceive their power within the professional basketball ecosystem. The first stumble didn't make me fall; it taught me how to get up mid-stride. Westbrook was once one of the most criticized players for his inefficient style, but now he is rewriting his story in a completely different role. The arena is empty, but tactics have never spoken more clearly — and in this case, the tactic is the business model itself. The biggest question is not whether Project B will succeed, but whether Westbrook has the patience to build something from zero. He was known for his impulsiveness and impatience on the court. In an executive role, those traits could be a double-edged sword. But if there is one thing Westbrook's career has proven, it is that he never backs down from a challenge. And Project B, with all its risks and potential, is the biggest challenge of his life.