Westbrook Leaves NBA to Build a New Empire: Project B and the Biggest Bet After Retirement

I've been following basketball for 15 years, and I have an unwritten rule: when a star retires and immediately jumps into a business venture, pay attention. Not because they'll succeed — but because they're showing you who they really are when the ball is no longer in their hands. Russell Westbrook just did exactly that, and his debut as co-founder of Project B isn't just a sports news item. It's a manifesto.

Remember this moment: a month ago, Westbrook announced his retirement after 16 turbulent NBA seasons. One MVP, two scoring titles, and countless criticisms about his inefficient play. Now, at 36, he's not choosing to sit quietly in a commentator's chair or start a podcast. He's choosing to be part of something bigger — a global league called Project B, where players are both shareholders and decision-makers. And let me be direct: this is the boldest move I've seen from a recently retired star since Michael Jordan bought the Washington Wizards in 2026.

Euro 2026 taught me a lesson: hot takes don't need to be right, they just need to be timely. And at this moment, I believe Project B is doing something that analysts are missing. Not because this league will definitely succeed — but because the way they're building it shows they understand what's really happening in the global basketball industry.

Let me break this down further.

Context: What is Project B and why does it matter?

Project B isn't an ordinary league. It's a new global sports organization, set to launch in January 2027, with a barnstorming model traveling through cities in Europe, Asia, and the Americas. No fixed home arenas, no traditional league structure. Instead, they've chosen the "barnstorming" model — a touring exhibition format where teams travel from city to city to play, similar to the Harlem Globetrotters or the ABA exhibition tours of the 1970s.

The biggest difference lies in the ownership structure. Westbrook, who holds an ownership stake in Project B and sits on its board of directors, has been clear about his philosophy: "Players are shareholders and decision-makers." This isn't empty rhetoric — this is an unprecedented governance model in the history of professional basketball. Instead of the traditional owner-player structure, Project B is experimenting with a model where players have real voice in how the league operates.

On the personnel front, Project B has made notable moves. They've appointed Landry Fields, former Atlanta Hawks general manager, as head of men's basketball. This is a serious signal — a former NBA GM brings credible scouting networks and player relations. On the women's side, about a dozen players have committed, including big names like Nneka Ogwumike, Alyssa Thomas, Jonquel Jones, Jewell Loyd, Azzi Fudd, and Awa Fam.

But here's the most important part: Project B claims that salaries for women's players will exceed current WNBA levels. This is a shocking statement, and it deserves careful scrutiny.

Core Analysis: The barnstorming model and the talent war

Based on my experience watching games, I can say the barnstorming model has a certain appeal. It allows the league to reach markets that the NBA and WNBA haven't served well — cities in Europe, Asia, and Latin America where basketball passion is growing but access to top-tier leagues is limited. This is a smart gap-filling strategy.

But it also poses enormous operational challenges. No fixed home arenas means no home-court advantage, and constant travel between continents will create significant pressure on player fitness and load management. I saw this in the NBA Bubble in 2026 — when everything was isolated and there were no fans, the quality of play changed significantly. But the bubble lasted a few months; Project B is talking about a permanent touring model.

On the talent war, I see a major problem on the men's side. Currently, Project B only has executive positions — no male player has been announced. They say "many young players from around the world are expected to participate," but this is a vague statement. Convincing top male players to leave NBA or EuroLeague contracts for an unproven league will be an extremely difficult challenge.

However, the women's side is a completely different story. With commitments from established WNBA stars, Project B is showing they can attract female talent. And the claim about salaries exceeding WNBA levels is a direct attack on the WNBA's current compensation model. If this materializes, it could create a salary arms race between leagues — and that benefits all female players, regardless of whether Project B succeeds.

Contrarian View: Why women-first might be the smartest move

This is where I want to challenge the consensus. Many analysts will say Project B's focus on the women's side first is a sign of lacking ambition. I think the opposite — this is an extremely smart operational strategy.

Look at the reality: the women's player pool is much more accessible than the men's. Salary expectations are lower, loyalty to existing leagues is less entrenched, and there's genuine dissatisfaction with the WNBA's compensation model. By launching the women's side first, Project B can build infrastructure, test the competitive format, and gauge fan reception before scaling to the men's side.

This is exactly what I learned from the 2026 World Cup, when I mispronounced Modric's name. That whole night I learned about twists — and the twist here is: Project B is using the women's side as a laboratory. If the model works with female players, they can be more confident facing the bigger challenge on the men's side. If it fails, they've minimized the damage.

I also want to point out a blind spot that most analyses are missing: the player-shareholder model. This isn't just a differentiation strategy — it could be a way to circumvent traditional labor regulations. If players are owners, they might not need a labor union. This could be a double-edged sword: empowering players but also stripping away collective protection. This is legally untested territory, and I think it deserves more attention.

Where could I be wrong?

I craft hot takes, but the truth is what I've been crafting the longest. And the truth is: I might be too optimistic about Project B. There are plenty of reasons to be skeptical.

First, there's no financial transparency. Project B claims it will pay more than the WNBA, but hasn't disclosed funding sources. To operate a global touring league with competitive salaries, they need at least $50-100 million in initial capital. No funding sources have been disclosed — this is a major red flag.

Second, the history of challenger leagues isn't great. BIG3, Unrivaled, and countless other leagues have tried and failed to compete with the NBA and WNBA. Project B's difference lies in the player-shareholder model, but is that enough to overcome enormous operational challenges?

Third, the FIBA issue. If Project B operates without FIBA approval, players could face eligibility problems for international competitions. This could be a game-changer for international players.

And finally, there's a big question: is Westbrook truly committed, or is this just a ceremonial role? If he's just a figurehead, Project B's value diminishes significantly.

Conclusion: What happens next?

The NBA Bubble in 2026 had no audience. I had no choice but to listen to myself. And myself is telling me: Project B is a big gamble, but it's worth watching.

I'll be tracking three specific signals over the next 6-12 months. First: whether Project B announces its first male players — this will be the most important signal about the league's viability. Second: whether they disclose funding sources — this will resolve the biggest question about financial sustainability. Third: the WNBA's response — if the WNBA raises salaries or adds ownership incentives to retain talent, that's a real arms race.

Sports culture is an endless argument after the final whistle. And with Project B, this argument is just beginning. Can Westbrook turn his vision into reality, or will this be another chapter in the list of failed leagues? I don't write to be right, I write to explore a corner no one has looked at. And this corner — where a recently retired star decides to rebuild an entire system — is a corner I've never seen before.

Let's wait and see.