Retirement hasn’t kept Russell Westbrook away from the sport for long. Only weeks after concluding an illustrious 18-year NBA journey, the former MVP is stepping into a leadership role as co-founder and chief strategy officer of Project B, a brand-new basketball league. Alongside his executive duties, the nine-time All-Star will take an equity stake and a seat on the board. The announcement caught the attention of Indiana Fever star Sophie Cunningham.

Cunningham kept her reaction brief, responding with two clapping emojis, “👏👏,” to a post from Project B Global announcing Westbrook’s new role.

Cunningham had already revealed earlier in the season that she would be joining the newly formed league. During an episode of her podcast, Show Me Something, the Fever guard announced her involvement with Project B, giving fans an early glimpse at her plans beyond the WNBA.

Cunningham has also become an important contributor for Indiana, averaging 8.3 points, 2.3 rebounds and 1.3 assists per game. Her involvement gives Project B another recognizable name, particularly with her 4.1 million Instagram followers. For Cunningham, though, the appeal goes beyond the attention the league can bring. It offers her an opportunity to take a different path in basketball.

“I’m excited because I miss traveling the world,” Cunningham said at the time.

Project B is scheduled to tip off in January 2027, with the league planning to take its games across Europe, Asia and the Americas. The inaugural season will feature a five-on-five women’s competition, but the league has also indicated that a men’s division could eventually follow, potentially giving Westbrook an even larger role in shaping its future.

The league is already attracting a strong group of players, with roughly a dozen commitments in place. Former MVP Nneka Ogwumike leads the group, alongside veterans Alyssa Thomas, Jonquel Jones and Jewell Loyd. The pool also features promising young names such as rookies Azzi Fudd and Awa Fam, with more international players expected to join ahead of the league’s debut.

Now, instead of running the point, Westbrook will have a hand in shaping Project B’s direction and the culture it hopes to build. The league’s model gives players a greater say in how the business operates, with athletes positioned as shareholders and decision-makers. That player-first approach appears to align closely with what Westbrook values.

“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, per CT Post.

“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.”

Westbrook brings plenty of credibility to his new venture after an 18-year NBA career that included an MVP award, nine All-Star selections and nine All-NBA honors. The former Oklahoma City Thunder star also holds the league record with 209 regular-season triple-doubles. 

Project B is still taking shape, but bringing Westbrook into its leadership gives the league a major name as it prepares for its 2027 debut. With Cunningham and an increasingly strong group of players already on board, Westbrook’s involvement could help Project B turn its player-first vision into reality.