A new global basketball league is on the horizon. Project B, based in Singapore, is set to launch in November 2026, and it’s taking a fresh approach. Rather than being just another sports competition, it aims to blend elite athletics with style and city narratives. This unique angle is highlighted by the recent hiring of a luxury fashion executive.
Overview of Project B
Founded in 2023 by Grady Burnett and Geoff Prentice, Project B seeks to elevate women’s basketball, which they believe is undervalued in both commercial and cultural terms. Their goal is to attract an international audience through a new tournament format. The league will feature seven two-week events in major cities across Asia, Europe, and the Americas. Each event will crown a local champion as part of a season-long championship. With Tokyo confirmed as the first host city for April 2027, excitement is building.
Prominent figures like Candace Parker, Novak Djokovic, and Steve Young support the project, while Alana Beard serves as Chief Basketball Officer.
Signing Elite Players with Competitive Salaries
Project B is quickly gaining credibility by signing star players. Notable athletes like Nneka Ogwumike and Alyssa Thomas are on board, as well as international talent like Japan’s Mai Yamamoto. Base salaries are reported to start at $2 million—well above the current maximum in the WNBA. This timing is pivotal, as ongoing labor negotiations in the WNBA are focused on player compensation, which adds pressure on those discussions.
Funding for Project B is intriguing, too. A Saudi-based company, Sela, is involved but not as a direct investor. The full financial structure remains unclear.
A Focus on Fashion
On February 19, 2026, Project B appointed William Kim as Chief Lifestyle Officer. His background in luxury fashion—having worked with brands like Burberry and Gucci—highlights the league’s commitment to integrating fashion into its identity. His role will involve managing merchandise and developing an AI-driven commerce model that combines streaming and social platforms. Kim emphasizes a meticulous approach to brand experience, akin to that of a luxury company.
Natural Fiber Revolution
Project B’s product strategy stands out for its commitment to natural fibers. The league plans to use materials like wool and plant-based fabrics for both player apparel and merchandise, avoiding all synthetics. This approach challenges the long-standing norm in sportswear, which typically leans heavily on synthetic materials. The real question is: can these materials meet the performance standards needed while also appealing as lifestyle products?
This business model isn’t entirely new but is ambitious. The success of leagues like Formula 1 and the NBA in global merchandising suggests potential. However, Project B will need to demonstrate that it can monetize lifestyle and apparel right from the start, rather than waiting until the league has built a larger audience. Sporting goods executives will be watching closely. If Project B succeeds, it could redefine how sports leagues and apparel brands intersect.
For more insights, you can explore Project B’s official site.
