NBA Star Russell Westbrook Invests Big in South Central L.A.
March 15, 2024
On the court, he's celebrated as "Mr. Triple Double," dominating the NBA with the highest number of double-digit figures in at least three statistical categories per basketball game, including points, assists and rebounds. Beyond the court, Los Angeles Clippers guard Russell Westbrook is spearheading the revitalization of his hometown in Los Angeles through a groundbreaking community-building initiative launched in 2024.
Inspired by his personal story growing up playing basketball in community centers in South Central L.A., Westbrook announced his investment in "Evermont," a collaborative initiative aimed at developing the underserved South Los Angeles community. The Evermont project is set to erect 180 affordable housing units for seniors and families on a site that was burned down during the 1992 Los Angeles civil uprising. The uprising followed the acquittal of the four Los Angeles police officers who had brutally beat black motorist Rodney King – which was all caught on videotape. Beyond housing, the project envisions the establishment of a SEED school and community-centric businesses, including the much-requested South L.A. Café and Target. The construction is slated to transform Vermont and Manchester avenues in South L.A. into a vibrant hub of growth and opportunity.
Westbrook joins other prominent professional athletes like LeBron James, Cristiano Ronaldo, Lionel Messi, Serena Williams and Colin Kaepernick, to name a few, using their platforms for social good. This collective commitment among athletes reflects a growing recognition of their influence and responsibility to contribute positively to the communities that have shaped them. As they leverage their success in the sporting arena, they are becoming catalysts for change, investing not only in their own legacies but also in the revitalization of underserved neighborhoods.
“Proud to be investing in my community, South Central LA,” Westbrook said in his announcement on Instagram. Earlier in the season, he told AllClippers, “We have this platform, and me personally, I really pride myself on trying to be the face of Los Angeles when it comes to our community. I'm from LA, and I feel like it's my duty and my honor to give back to as many people as possible - especially the underserved communities of Los Angeles. I will do everything I can to make sure I continue to fill some of these gaps, whether it's education, whether it's finances, whether it's healthcare. Whatever that may be, I try my best to do the best I can."
Westbrook has championed the South LA community since joining the NBA in 2008. In 2023, his community service was highlighted by California State Assembly member Isaac Bryan as being truly exemplary. He has led basketball clinics, holiday gift giveaways, hospital visits, park building initiatives and other community service projects in his hometown. With his wife, Nina, Westbrook runs the Russell Westbrook Why Not? Foundation, which champions underserved communities and youth through education, training and advocacy.
The Evermont project seeks to forge pathways to "economic equity, dignity and a brighter future" through the creation of local employment opportunities, states the official Evermont media. This commitment has materialized through active civil and local engagement, with notable contributions from major retailers like Target, collaboration with civic partners such as Metro and support from local businesses like South L.A. Café.
The new retail center will be constructed by Primestor Development, a partner of Russell Westbrook Enterprises. The affordable housing units will be built by BRIDGE Housing and CRCD. Westbrook made the announcement in collaboration with City Councilman Marqueece Harris-Dawson, the Vermont Knolls Resident Association and a pastor from New Antioch Church of God. It coincided with February's Black History Month and the 32nd anniversary of the Rodney King beating, with reverberations from that injustice still felt today in L.A. and across the country.
“Evermont stands tall as a beacon of collaboration between the city, county, local and business communities. This represents a thriving example of what happens when we come together fostering empowerment and driving the positive change that this community has been waiting for,” Westbrook and his collaborators said in a reel posted to Instagram. “This project showcases the strength that emerges when we invest in our communities of color. From neglect to the symbol of rebirth, Evermont is rewriting the story of South L.A.”
Beyond the statistics and accolades, Westbrook's commitment to community is rewriting a narrative of neglect into a symbol of rebirth and empowerment.
Header photo: Russell Westbrook Why Not? Foundation