Project B Appoints William Kim as Chief Lifestyle Officer

SINGAPORE – February 19, 2026 – Project B, an elite global women’s and men’s basketball grand prix designed for a new generation of athletes and fans, has appointed William Kim as its Chief Lifestyle Officer. The announcement signals a strategic move to merge elite sport with fashion, design, and culture as Project B expands its reach across Europe, Asia, and the Americas.

Kim’s Role and Vision

In his new role, Kim will lead Project B’s premium lifestyle business, overseeing merchandise, brand collaborations, and cultural partnerships. He aims to create the most premium cultural platform in global sport, focusing on quality and iconic design. Kim articulated a vision for building a model geared towards the future, stating, “We are building a model designed for 2030, and beyond. It starts with creating exceptional products. We’re sourcing the highest quality natural fibers for every moment in an athlete’s day and offering those same collections to the broader fan community.”

A Holistic Approach to Brand Experience

Kim emphasized a comprehensive approach to product development and distribution, mirroring the standards of a luxury house. “From design to supply chain to final consumer experience, we are operating with the same discipline and control as a luxury house, overseeing product, distribution, and brand experience holistically,” he explained. His strategy involves integrating sport, fashion, and community into a unified brand identity.

Focus on Quality and Innovation

The lifestyle strategy will center on developing high-quality performance apparel for athletes using natural fibers, alongside elevated collections for fans. Brand collaborations will be tied to host cities and culture-defining partners. Kim will spearhead the development of an AI-driven commerce model tailored for a streaming-first, social-native platform, ensuring a cohesive product, distribution, and brand experience across all markets.

Industry Recognition and Leadership

Geoff Prentice, Co-Founder of Project B, highlighted the cultural significance of basketball and the importance of quality, stating, “Basketball is culture. From the beginning, we have been committed to creating a high-end platform based on the ultimate quality.” He further emphasized the commitment to using natural fabrics exclusively, with designs developed in-house for full process control. Prentice believes Kim’s expertise will be instrumental in building a brand that extends beyond the game itself.

William Kim’s Extensive Experience

William Kim brings a wealth of international experience in brand building, retail innovation, and cultural strategy. He has previously held leadership positions at Shinsegae International, Rapha, AllSaints, Samsung Mobile, and Burberry, as well as the Gucci Group. His expertise lies in enhancing the value of global enterprises at the intersection of sports, fashion, and consumer experience.

About Project B

Project B is a global sports platform focused on basketball, creating an international tour featuring top male and female players competing in major cities across Asia, Europe, and the Americas. The platform is designed for a streaming, social, and mobile-first audience, combining live events with in-depth content storytelling. Source