Former NBA star Russell Westbrook traveled to Hangzhou, China, to conduct field research for Project B, a newly established basketball platform where he serves as co-founder and chief strategy officer, according to recent reports. During his visit, Westbrook detailed the core philosophy behind the venture and his ongoing efforts to reshape the global sport ecosystem through athlete empowerment.
Westbrook’s signature personal and professional ethos, “Why Not,” continues to anchor his business initiatives and sports infrastructure projects. According to Westbrook, the guiding principle serves as a constant reminder not to let outside perspectives dictate individual potential or professional boundaries.
Expanding Athlete Ownership Through Project B
Project B sets itself apart from conventional basketball tournaments by granting participating athletes direct ownership and complete voice in platform development, rule formulation, and long-term planning, according to the venture’s leadership. Westbrook stated that his career choices, which have frequently involved investing beyond standard athletic parameters, laid the groundwork for building a platform centered entirely around players as primary stakeholders.
Traditional sports operations historically restrict competitors to the court, leaving administrative control to team owners and league executives. Project B aims to alter that framework by incorporating active and former players into the governance structure from the ground up. Westbrook noted that the platform seeks to dismantle traditional industry models by asking fundamental questions about why athletes cannot serve as the primary owners of their own competitions and why sports, fashion, music, and diverse cultures cannot merge organically.
Integrating Hangzhou Culture Into Global Festival Design
Rather than executing a standardized, single-direction sports rollout, Westbrook emphasized that the Hangzhou initiative relies on deep collaboration with local creators, designers, artists, musicians, and food vendors. The organizing strategy avoids imposing external stylistic definitions onto the host city, choosing instead to let local cultural contributors shape the event’s public presentation.
The basketball festival format spans a full week, combining athletic competition with immersive entertainment, city-wide activations, and cultural programming designed to link international fans with regional traditions. Westbrook pointed to the historical and architectural depth of Hangzhou as essential components that will anchor the event’s aesthetic and operational identity.
Chinese National Team Player Li Meng Joins the Venture
Chinese women’s national basketball team player Li Meng accompanies Westbrook during his ongoing domestic itinerary, serving as an essential figure for Project B’s strategic expansion in China. Westbrook highlighted Li Meng’s deep familiarity with the domestic market and local sports infrastructure as an irreplaceable asset for bridging international sports concepts with Chinese cultural nuances.
While cultural integration and fan engagement remain primary pillars of the festival, Westbrook maintained that high-level basketball competition serves as the fundamental foundation required to sustain the platform’s long-term credibility among athletes and spectators alike.
Project B Plans International Basketball Festivals After Hangzhou
Project B organizers plan to roll out additional city-based basketball festivals across international markets following the completion of the Hangzhou exploratory phase. The venture has not yet announced exact dates for its inaugural tournament games or finalized team rosters, leaving specific competition schedules to be revealed in subsequent updates from the platform’s executive team.
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