Former NBA star
Project B is scheduled to debut in January 2027, with plans to host events across Europe, Asia, and the Americas. While Westbrook will take on a significant leadership role, there is no indication that he intends to return to the court as a player. Instead, his focus will be on shaping the league’s strategic direction and operational vision.
A New Vision for Professional Basketball
In a statement regarding his new appointment, Westbrook emphasized his commitment to inclusivity and athlete empowerment. He noted that his career taught him the importance of ensuring everyone has a seat at the table. According to the former guard, the league aims to challenge existing norms by blending premium sport with culture and entertainment. A core pillar of the Project B model is the integration of players as shareholders and decision-makers, rather than viewing them solely as value drivers.
The league has been actively building its infrastructure, recently appointing former Atlanta Hawks general manager Landry Fields as the head of men's basketball. While the men's side continues to recruit executive talent, the women's circuit is already gaining momentum with a roster of high-profile commitments. Notable players set to participate include former WNBA MVP
