When you think of sports jerseys and cannabis, toking and sportswear may come to mind.
But nowadays, the player behind your favorite-numbered sports jersey may be an investor, consultant, advisor, spokesperson, influencer, or brand ambassador for one of the many growing cannabis brands.
In recent times, more and more professional athletes have shared how marijuana improves recovery and performance. Furthermore, studies show cannabis to be a positive force in athlete health.
From sporadic gym visitors to sports competitors; cannabis plays a vital role in athletic performance.
For example, cannabidiol (CBD) and tetrahydrocannabinol (THC) are known for their pain-relieving properties and for reducing muscle spasms/inflammation. But to reap these benefits, athletes must choose the proper strain, intake method, and products.
At times, these are hard-made choices for athletes.
To accommodate the growing athletic demand for cannabis, many brands have developed cannabis-infused products specifically designed with the athlete in mind. Meanwhile, some athletes have ventured solo to create cannabis businesses and product lines geared towards athletes and active-lifestyle goers.
Professional Athletes Overtaking the Cannabis Industry
After seeing how effective THC and CBD has been for pain management and recovery, many well-known athletes from numerous different sports have entered into the hemp and cannabis industries.
John Salley, a four-time NBA champion, recently became Leading Edge Pharmaceuticals vice president, and he’ll soon launch a cannabis business of his own, named Deuces 22.
Rob Gronkowski, former NFL star and tight-end player for the New England Patriots, is currently launching a CBD product line in partnership with CBDMedic and Abacus Health Products.
Then, there’s the retired NBA player Jama Mashburn, whom of which is now an advisor for the board of cannabis wellness and health for Revolution Global. He also partnered with Dutchie; a cannabis delivery platform that received start-up funding from Thirty Five Ventures, a seed-funding firm co-founded by another NBA legend; Kevin Durant.
There are many other athletes entering the marijuana industry, including NFL star Joe Montana who helped fund Caliva; Seibo Shen (a world-renowned jiu-jitsu competitor) who founded the brand VapeXhale; NBA legend Cliff Robinson who founded Uncle Cliffy; Al Harrington of the NBA who created Viola Extracts; Lofa Tatup, a former NFL pro-bowl player that founded ZoneIn CBD; and NFL’s Kyle Turley who launched the product line Neuro XPF.
Sports jerseys and cannabis no longer symbolize fashion and 420 cultures alone; it represents and stands for a much broader perspective. This is due to athletes worldwide becoming affiliated with cannabis and its product counterparts.
Furthermore, marijuana-use advocacy is more and more popular among modern-day athletes; more and more are accepting sponsorships and ambassador positions from marijuana brands. Take for example Amy Van Dyken, a six-time gold-medal Olympic swimmer; she’s now partnered with Kannaway (a hemp-lifestyle TV network).
Then, there’s Megan Rapinoe, an Olympic gold-medal recipient and two-time champion of the Women’s World Cup; she’s sponsored by Mendi; a company selling injury-recovery and wellness products made using CBD. And, we can’t forget ultra-marathoner Avery Collins; The Farm Marijuana Dispensary is her sponsor.
Marijuana Companies Target Athletes
Some pre-existing cannabis companies have begun shifting their focus to the sports niche.
Take, for example, Dixie Elixirs. They have a product line designed exclusively for athletes. These products come in an array of forms, including, but not limited to, lotions, bath soaks, and balms.
These products are advertised and promoted for join-pain and muscle-soreness relief. Furthermore, they also claim to be safer, healthier, and less harmful when used on the body compared to over-the-counter alternatives, such as ointments (ex. Tiger Balm/Icy Hot) and NSAIDs, such as Aleve, Advil, or Ibuprofen.
In 2018, High Performance Beverage Co. publicly announced their investment into the cannabis market with high-performance, sport nutrition drinks infused with CBD and THC. This company, following the announcement, partnered with CaliPharms so their beverages could be properly tested, and to ensure the drinks were 100% organic and natural.
Tilray, a Canadian-based pharmaceutical and cannabis company, made an agreement to provide CBD-sourced ingredients to wellness-product makers that are endorsed, backed, and supported by golfing legend Greg Norman. With a pro-athlete endorsement, Canopy Growth acquired 72% ownership in BioSteel Sports Nutrition, with a full-ownership acquisition on the horizon.
Since BioSteel already makes protein drinks and hydration-mix varieties, of which are already being used by world-class athletes, the acquisition paves the path for the brand to manufacture CBD-infused drinks in the not-so-distant future.
So the next time you think of sports jerseys and cannabis, the next time you think of your favorite athlete, remember, times have changed; cannabis is becoming an instrumental part of athleticism.
A sign of changing times is best represented by the story of Ricky Williams; a 12-season NFL running back.
Not very long ago, it was bad news for professional athletes that got caught with marijuana in their system.
Often, a caught player would often result in game suspensions, destroyed careers, and endless jokes.
But, this isn’t the case anymore.
A recent story published in Sports Illustrated covered the story of retired NFL running back Ricky Williams and his connection with cannabis. Throughout his 12-season career, he tested positive for marijuana and receive multiple game suspensions.
But now, he’s an outspoken cannabis advocate and owner of what may be the world’s first, 420-friendly gym; Power Plant Fitness and Wellness.
Today, cannabis is mainstream; over thirty states have legalized marijuana for medical or recreational use (or both). To say the least, it is weaving its way into not only the lives of people in need of alternative treatments but for athletes in pursuit of pinnacle performance.