SINGAPORE–(BUSINESS WIRE)–Project B, a prestigious global women’s and men’s basketball grand prix built for a new generation of athletes and fans, today announced the appointment of William Kim as Chief Lifestyle Officer. In this strategic role, Kim will lead Project B’s flagship lifestyle business in merchandise, brand collaborations and cultural partnerships as Project B expands across Europe, Asia and the Americas to create the most prestigious cultural platform in global sport.
“We are building a model designed for 2030 and beyond,” Kim said. “It starts with creating exceptional products. We use the highest quality natural fibers for every moment of an athlete’s day and offer the same collections to the broader fan community. From design to supply chain to end consumer experience, we operate with the same discipline and scrutiny as a luxury company, controlling products, distribution and the brand experience holistically.”
Kim will lead Project B’s global lifestyle strategy, integrating sports, fashion and community into a single identity focused on quality and iconic design. Kim will oversee the development of high-quality performance apparel for athletes using natural fibers, exclusive fan collections, and collaborations with brands tied to host cities and culture-defining partners. The new executive will also shape an AI-powered business model for a streaming-focused, social-native platform, ensuring the product, distribution and brand experience work consistently across all markets.
“Basketball is our culture,” said Geoff Prentice, Co-Founder of Project B. “From day one we have built a premium platform rooted in uncompromising quality. Our collections will be made with natural fabrics, no synthetics and no compromises, designed and developed in our own companies so we control the standard from start to finish. William knows how to create brands that live on beyond the game, and his global perspective and design sensibility will be essential to our growth.”
Kim joins Project B with extensive international experience in brand development, retail innovation and cultural strategy, having enhanced global companies at the intersection of sports, fashion, and consumer experience. Previously, Kim was the CEO of Shinsegae International, CEO of Rapha, CEO of AllSaints, Global EVP of Samsung Mobile, SVP of Burberry, and held senior positions at the Gucci Group.
As Project B expands into key international markets, the appointment signals the company’s commitment to creating a global cultural platform of apparel for athletes and fans made from the finest natural fibers and high-quality fabrics.
About Project B
Project B is a global sports platform built for athletes and fans. Starting from basketball, Project B creates an international circuit of high-profile competitions in which the best male and female athletes participate in prestigious cities in Asia, Europe and the Americas. Designed for the world of streaming, social and mobile communications, Project B combines live elite competition and deep storytelling, reaching audiences around the world.
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