Russel Westbrook is expanding his portfolio to reach the digital advertising arena.

According to a press release, the NBA star and entrepreneur has launched Russell Westbrook Enterprises’ new digital media division, RW Digital. The sector will have specific programmatic solutions empowering brands to reach diverse audiences and owned and operated minority publishers.

“With RW Digital, my mission is to enable brands to reach multicultural audiences through programmatic data-driven media solutions. Current multicultural advertising lacks marketplace knowledge and a deeper understanding of cultural nuances. Our platform also partners with brands to drive social impact to important social causes,” said Russell Westbrook, according to a press release. “Empowering underserved communities is my passion. With this venture, I can make an impact on a global scale.”

Causal IQ Joins As Strategic Partner

To make Westbrook’s vision a reality, Causal IQ has hopped on board as a strategic partner due to their knowledge in programmatic advertising and digital media expertise spanning decades.

Already, the partnership has connected RW Digital with clients such as AT&T, PepsiCo, Moderna, American Airlines, and American Entertainment Network.

“Together with Causal IQ, we have developed a sophisticated platform with extensive data sets to streamline the ability for brands and agencies to reach targeted audiences whilst amplifying owned and operated minority publisher voices,” said Donnell Beverly, Jr., Russell Westbrook Enterprises President, according to a press release. “Causal IQ shares Russell’s vision and brings to the table advanced analytics and data, making them the perfect partner.”

“We are proud to partner with Russell Westbrook on this exciting venture,” said Causal IQ CEO, Farshad Fardad, in a statement. “The growing need to understand diverse audiences is an increasingly critical component in today’s advertising landscape. With this solution, clients can maximize the reach and scale of their digital media campaigns programmatically, delivering measurable outcomes. Our partnership will continue to create compelling value for global brands while sharing Russell’s vision of driving social impact.”