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.”