Project B has appointed William Kim as chief lifestyle officer to lead its global lifestyle business, overseeing merchandise, brand collaborations and partnerships as the platform expands globally.
Kim brings experience in brand building, retail innovation and cultural strategy at the crossroads of sport, fashion and consumer engagement. He previously served as CEO of Shinsegae International, Rapha and AllSaints, and held senior leadership roles at global luxury houses including Burberry and Gucci Group.
At Project B, Kim will oversee the development of performance apparel made exclusively from natural fibers and designed for athletes and to appeal to a broader fan community. He will also help shape a technology-driven commerce model tailored to a streaming, social-native platform to deliver a seamless brand experience across markets.
Set to officially launch in 2026, Project B describes itself as a co-ed basketball “grand prix,” with its inaugural season to feature seven two-week tournaments running from November 2026 through April 2027, spanning Asia, Europe and the Americas.
Regarding his new role, Kim said in a statement, “We are building a model designed for 2030 and beyond. 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. 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.”
