Retired NFL legends, Calvin Johnson Jr. and Rob Sims have teamed up to create Primitiv Group, a cannabis company making waves across North America.  Known for setting records Calvin Johnson Jr. and Rob Sims are changing the Sports Cannabis landscape with a line of highly innovative products catered to athletes looking to fuel and elevate their wellness routines.

Calvin Johnson Jr. was selected 2nd overall in the 2007 NFL Draft by the Detroit Lions, playing 9 seasons.  Nicknamed Megatron, he’s regarded as one of the greatest wide receivers of all time with career highlights that include; being a three-time All-Pro, Six-time Pro Bowl Team, the leading receiver two years in a row in 2011’12, holding the title for most receptions in 2012, co-lead the NFL for receiving touchdowns ’08 and in 2021 was voted into the Pro Football Hall of Fame.

Rob Sims played football at Ohio State University where he was a standout offensive lineman.  Sims was drafted into the NFL by the Seattle Seahawks in 2006 and spent 9 seasons dominating the field playing for the Seattle Seahawks and the Detroit Lions.  In 2015, Sims officially retired from professional football.

From the field to the boardroom, Calvin and Rob have co-founded Primitiv Group, a vertically integrated cannabis company that operates in Michigan, where it is licensed for cultivation, processing and retail sales. 

Focused on shifting the narrative and breaking the stigma, Johnson Jr. and Sims have created a meaningful brand dedicated to the advancement of cannabis as a form of elevated wellness and in recent years partnered with Harvard University to support medical cannabis research.

Moving the conversation forward, Calvin Johnson Jr. and Rob Sims connected with Jay Morzaria of Sports Cannabis to discuss their athletic careers, movements, changing the landscape with Primitiv Group and the new line Primitiv Performance.

Jay Morzaria

Before you both joined forces to build the future of the Cannabis industry, you were teammates with the Detroit Lions.  Around the world, you are both known for your incredible careers and accomplishments on the field.  What about the game of football ultimately made you both want to make a career out of it?

Rob Sims

“To some degree, it was in my blood. My father played football professionally for the Cleveland Browns in the late 70s and early 80s, and my father-in-law played for the Miami Dolphins.  It’s always been in me to play professionally, growing up under my father’s wing and even when I walked onto the football field I just had a knack for it and made a career out of it…”

Calvin Johnson Jr.

“For me, the element that drew me in was that it was a team sport. I grew up playing sports my whole life, however, I never played football until I got to middle school because my mom never allowed me to play as a kid.  Playing baseball, and basketball, those sports always had a bunch of individual elements to them, and the one thing I loved about football was that it took all 11 players on the field to have success.  The team element, the accountability is what I loved about the sport.”

J M

You both connected in 2010, playing for the Detroit Lions.  In football the best ability is availability.  When I’ve spoken to past retired NFL athletes, they often allude to the saying “You can play injured, but you can’t play hurt”.  In a sport where health is put to a premium and career security hinges on being in-game ready, what were the prescribed modalities for you both to stay on the field and can you give us a sense of what the wellness atmosphere was like?

Rob Sims

“For me, much like all players, we’re looking for a transition and what ultimately works.  Initially and earlier in my career before 2010, I suffered several injuries and started to get labeled as injury prone.  I wanted to get rid of that stigma that was plaguing me and in 2008, I had season-ending surgery.  I remember coming out of the surgery, and the medical team handed me a bottle of Vicodin and said, “Take it when you have pain.”

J M

What was the cannabis ah-ha moment for recovery and relief?

Rob Sims

“For me, it was in 2008 after that surgery.  I didn’t think that was the right move for my body, and that’s when cannabis became part of the recovery.  When I was traded to Detroit, the one thing that I wanted to do was to be a mainstay on that team and be somebody that they could count on.  I was able to accomplish that by starting eighty straight games for the Lions.  Cannabis in my opinion saved my career and kept me on the field.”

Calvin Johnson Jr.

“It’s interesting to reflect back, there were three different buckets of introduction.  I was first introduced to cannabis in college and I knew of cannabis when I was in grade school but I didn’t touch it.  In college I didn’t use it frequently… However, I started using cannabis in the NFL as a medicinal outlet due to my bad back and an injury I sustained in my rookie year.  Like Rob was saying earlier, everybody else that was in the league at that time was being prescribed opioids, painkillers as well as anti-inflammatories.  It was always available in the doctor’s or the trainer’s office.  Witnessing it firsthand, seeing the way it affected my teammates, and their families as well as understanding the history of those drugs and what it does to your body, I knew I didn’t want to be affiliated with that.  I didn’t want to put my body through it and I knew that cannabis was a better option and a natural alternative.  At that time, the ah-ha moment was experiencing proper sleep and relief from anxiety.  The second ah-ha moment came when I used it in a different application.  I was doing the “Dancing With the Stars” show and unfortunately, there was chronic swelling in my ankles and toes.  A buddy of mine from Georgia Tech that lived there brought me a topical to experiment with and I still remember when I applied it, within days the swelling slowly went down.  At that moment I knew there was so much more to this plant and wanted to get a better understanding of the science behind it… Those two moments are what lead me down the green path of exploration, discovery and cultivation…”

J M

How prominent was cannabis as a healing modality when you were both playing; was it a known x factor for healing or were athletes still weary due to the strict practices the NFL had in place?

Calvin Johnson Jr.

“The NFL had strict practices, but there was a culture in the league. I think Rob can speak more to it, his dad and his father-in-law played in the league. It goes way back…”

Rob Sims

“Thinking back on it and piggybacking off of what Calvin said, it’s nothing new.  Cannabis has been a part of the culture for a very, very long time.  It’s part of the reason for how we established the name Primitiv, because it alludes to coming from a simpler time.  It was the first medicine, it’s been around the world for centuries and it’s been around football and athletes since the inception of professional sports…  We’re just the ambassadors and individuals that are really pushing the envelope forward with open conversation and education…”

J M

Fast forward to today, you both have retired but have also played a lifetime of football.  Despite taking your talents off the field and into the boardroom, the decades of training and playing at an elite level still impact your body.  How does cannabis help you today, and what does your cannabis regimen look like?

Rob Sims

“For me, I value the importance of moving every day, especially as a bigger guy.  I’m 270 now coming from 320, and to get there, exercising daily has been essential and a lesson I’ve learned from my father.  Unfortunately, he went in the opposite direction after leaving the league and since then I’ve been conscious of it because ultimately I want to be there for my family.  Some of the cannabis products we have cultivated at Primitiv have been essential to my workout routine.  I make sure I consume them before and after a workout, and those products range from flower to topicals.  Our topicals have been a tremendous help for the aches and pains that have resulted from years of playing at a high level and continued exercise.  Cannabis plays an integral role in my daily life because of how active I am and is a big part of my daily routine…”

Calvin Johnson Jr.

“Cannabis is a big part of my routine.  Like Rob, I like to use the rehydration solutions and topicals we have cultivated and of course, I like flower.  Cannabis has provided me with a great quality of life and that’s what it really boils down to.   Our collective goal is to build around functionality and an ability to keep moving forward, whether that’s with everyday pains, aches and, or chronic pain, swelling.  I use topicals all the time to assist with my swelling and aches and it helps tremendously.  I’m able to stay on my feet, moving forward and able to take on the next day without worrying about any setbacks.  With constant movement, there’s hydration and replenishment and to be able to add Nano-Cannabinoids to products is a huge bonus.  It allows us to move in harmony with everyday athletes, and their personal routines and ensure they also have quality of life…”

J M

With an array of applications on the market, what’s your favorite and which do you find provides the best relief?

Calvin Johnson Jr.

“I tend to use topicals myself, which I’ve found to provide substantial relief for my chronic swelling.  Topicals coupled with what we are doing with the Nano-Cannabinoids make it really bioavailable and that’s because of the product size of the cannabinoids which we can place in the products to bypass the intestinal system so they get directly into the bloodstream.  It allows for a quicker onset as opposed to waiting hours for the products to kick in, which translates into a fast-acting experience for our consumers…”

Rob Sims

“Jumping off of what Calvin was saying, the cool thing about our products is that we’ve focused on the full spectrum, we’re not just focused on THC or CBD.  In addition, we’ve had the great pleasure of partnering with CYP which has been pivotal in helping us drive Nano-Cannabinoid products forward with their nano-emulsion technology.  Through the partnership, we can focus on compounds like CBG and CBN as well as others.  Looking at our available products for relief and recovery, topicals are at the top of my list because of their effects on my constant swelling…”

J M

In 2019, Calvin, you and your wife Brittney were granted preliminary approval to open a medical dispensary in Michigan.  It was also the year where Cavlin, you and Rob teamed up again, this time as cannabis entrepreneurs, launching Primitiv Group. Talk to us about the name, the movement and at a high level what Primitiv Group is today.

Calvin Johnson Jr.

“We named our company Primitiv because, for thousands of years, people have used cannabis, so by definition the cannabis plant is primitive.  We ultimately wanted to highlight the essence of the plant while giving value to the rich history cannabis has as a clean natural healing alternative.”

Rob Sims

“Primitiv was derived from the viewpoint of Cannabis being one of the first medicines that were available during simpler times.  It’s a focus on natural products, ingredients and healing.  We’ve focused our business on that ethos and built a strong resilient team to share that mission and movement with North America.  We’re extremely proud of our team and the constant push regardless of what hurdles or obstacles have been put in our path.  Cannabis being a new industry, there are still a lot of nuances and hoops to jump through which are expected when creating a startup.  Luckily, with the team we’ve established, the skies the limit and we’re excited about the future.  We started out with flower and cultivating and have since opened retail as well.  We are looking forward to multi-state opportunities as well as our new line Primitiv Performance which we believe to be a game changer.  We’ve just scratched the surface, it will be amazing to see what we can create in the next 5-10 years.”

J M

I’ve noticed Primitiv has an array of products offered on your website; www.primitivgroup.com/orders/,  from flowers that consist of Glaze Apricot, Premium Sensi Star, Runtz, Grape Stomper OG Kief, Monkey Mints Kief to your Pre Rolls; Primitiv Runts.  Why was it important to enter the market with these products?

Calvin Johnson Jr.

“It was important to provide a wide variety of strains for the market because consumers like having choices.  When we entered the market we started with cultivation, which, at the time was extremely hot. Obviously, now cultivation has changed from where the flower was $3800 to $4,000 a pound to today where it’s maybe $1000 to $1,500 a pound.  We always had a goal of becoming a vertically integrated company and this year we’re proud to say that we have been able to achieve that mission.  It’s provided an opportunity to have full control over our plant’s cultivation and given us the ability to streamline other portions of the process. In addition, it’s provided stability for our brand. Rob and I have really focused on creating quality flower and strains for the market.  Achieving these feats wasn’t an easy task, however, we’ve invested in the brand and today have a 50-person team that’s laser-focused on representing our brand correctly, putting out the best possible product and doing it the Primtiv way, the correct way.”

J M

Why was it important for you both to ensure the product released tastes, feels and aligns with your identity?

Rob Sims

“It was essential for Calvin and I to ensure the products aligned with our identities because of the platforms we built as professional football athletes.  We’ve prided ourselves on doing things the right way from start to finish and despite any hurdles we’ve endured, just like our professional athletic careers, with our resilience, we’ve been able to continue to move the ball forward.  Calvin, myself and the entire Primitiv team work as hard off the field to provide the best quality products as we did when we were on the field playing professionally.”

J M

Looking forward, Calvin, you’ve spoken about Nano-Technology being a key player in the Cannabis industry. Earlier this year Primtiv announced the release of Primitiv Performance, a product line that utilizes a proprietary blend of electrolytes, vitamins, and multiple Phytocannabinoids formulated to assist individuals living an athletic lifestyle.  How has Nano-Technology played a key role in Primitiv Performance and who are you ultimately targeting with the new product line?  

Calvin Johnson Jr.

“I think Nano in the future is so important because it is fast acting.  The reason it’s Nano is because of the small particle size, it bypasses the intestinal system and goes right into the bloodstream, making them more bioavailable, which allows it to hit faster.  When you think about edibles, how long does it take for them to enter your system? It can take anywhere from 45 minutes to an hour, whereas with this technology you have a product that can be effective in 5 to 15 minutes.  With Nano, we’re sticking true to our mission and our vision of being innovative and cultivating new solutions for the cannabis industry.  Rob spoke about the CYP partnership, the company we’ve partnered with, which also shares the same mission of bringing innovative products to the industry.  We see the value in cannabis and are really focused on the science of it as well as being able to provide it in a manner which can improve individuals’ lives.  It’s been an exciting process for our team to bring these products that we’ve created for athletes, to the market.  The product line is dedicated to the weekend warriors, the marathon runners and individuals that are active.”

J M

We’ve spoken at a high level about CYP, talk to us about the partnership and how it came to fruition.

Rob Sims

“Early on, Calvin and I started by going to Harvard and Jamaica.  We met with a host of universities to do our due diligence to get an understanding on what was new and upcoming, and we kept hearing about Nano-Technology.  Since then, we’ve been on a quest to find a group that was like-minded and focused on Nano and we’re fortunate to have found it with CYP.  They were already producing CBD products as well as THC beverages, and aligned with what we’re trying to achieve.  From there Primitiv Performance was born and we truly believe the future is bright with them.”

J M

Today, Rob and Calvin, you both have used your platform to foster a larger conversation, one of advocacy and education and early on partnered with Harvard University to support medical cannabis research.  Can you talk to us about that partnership and what you’ve been able to achieve to date?

Calvin Johnson Jr.

“Unfortunately, we haven’t scratched the surface with research yet.  Despite that, we will continue developing innovative products like the Primitiv Performance line.  Looking forward we’ve started to have preliminary discussions of disseminating educational material that’s backed by research.  It’s an exciting time for Primitiv as we get closer to sharing the content with respected institutions about cannabis research.”

J M

Changing the audible, Calvin, you were named to the board of directors of the Michigan Cannabis Industry Association, the leading voice for Michigan’s legal cannabis businesses.  In such a new industry, why is it essential to ensure best practices, education and speaking with a unified voice are carried out?

Calvin Johnson Jr.

“It’s important for many reasons.  I want to be a part of all the legislation that’s happening.  We can’t leave it entirely up to the legislators to make rules and not understand the impact it’s having on the people in the industry. Another part that is extremely important about this group is that these are the people that have been here on the ground in Michigan helping move the industry forward.  We want to align our focus with those individuals to create a real impact and have success in Michigan.  It’s up to us to grow together and that means looking out for those brands, owners and cultivars that started on a grassroots level here in Michigan. I truly respect the platform and am honored to be a part of the Michigan Cannabis Industry Association…”

J M

Continuing to make headlines across the world Calvin, in 2021 you were inducted into the  Pro Football Hall of Fame.  In your speech, you alluded to the use of plant-based modalities. “It’s about time that we recognize the potential of Phytomedicines, plant medicines, to aid and improve the mental health and quality of life for so many.”  In a league where alternative natural modalities have been viewed as almost taboo.  Why was it important for you to include these words in your speech?

Calvin Johnson Jr.

“I included those words in my speech because I’m extremely passionate about the plant and its’ power.  Growing up, we’re always told what cannabis was, and how it has disproportionately affected the black and brown community.  It fueled my passion for the new industry coming online and motivated me to lead the charge forward for athletes across the globe.  The plant has always been wrapped in a stigma, labelled as taboo and I’ve always felt differently because of my experiences.  Through those experiences came passion, the want to innovate and advocate for what most individuals deemed taboo.  For me, it’s about being able to help people around us that are in similar situations or enduring similar battles.  It’s about creating change, and that’s what we’re trying to do as former professional athletes, as entrepreneurs and advocates, we’re changing the narrative and breaking the stigma…”

J M

As the cannabis industry grows, athletes from all backgrounds are coming to the forefront in an effort to normalize the Sports Cannabis conversation.  Rob, how can we collectively break the stigma and change the narrative as a community?

Rob Sims

“It starts with advocacy, continuing to use our voices, our platforms and our brands to let individuals know that cannabis is ok.  It’s possible to run a business, to have an ethos and a message that is unique to your mission and to stick with that message.  It doesn’t always need to be about “getting high”.  If we can continue to do that, and change the narrative with education, science, research and innovative products the conversation will continue to evolve.  As more athletes get on board, join the team and become Primitiv Athletes, it gives us an opportunity to help them build their own products or brands in the industry.  We believe every athlete, regardless of their sport or level, it is important that their voices are heard.  These individuals have shown extraordinary excellence throughout their athletic careers while using the products and if we can show that, others will look towards cannabis as a positive, powerful and natural alternative…”

J M

For other athlete entrepreneurs that are following in your footsteps, what advice would you offer them?

Calvin Johnson Jr.

“For any athlete looking to get into the industry, we always tell them to reach out and speak with either Rob or myself.  We’ve been able to endure a lot of the ups and downs of this new industry and are here to help you through the process.  We have and continue to consult with our brethren that we’ve played with and we don’t charge a dollar.  The reason is that we don’t want others to have to endure the pitfalls that we’ve seen or potentially experienced ourselves.  I’d say if you’re looking to get into the industry, understand that you have to have a strong team around you… You cannot do it by yourself.  There are various roles that need to be filled, from compliance to legal, finance and more.  Having the right team around you is integral to any startup’s success and also be mindful that it is a capital-intensive industry.  That being said, Rob and I have been through the heat, have multiple licenses and found success in the industry.  Come talk to us, our door is always open.  We want to grow the industry together and help others succeed…”

Rob Sims

“As Calvin alluded to, having a strong team is the most important part of the puzzle.  Having strong individuals and a strong culture will pay dividends in the long run.  As an entrepreneur in such a new industry, you also need to have a lot of patience because you can’t control everything.  There will be a lot of nuances, especially when creating a new brand in a new industry.  Surrounding yourself with talented people that are on the same page with your mission, vision and movement is vital to the brand’s growth and ensuring it is moving forward in the right direction.  It can be overwhelming but as Calvin said, we’re an open book, we’ve been through it all and that’s why we always tell any athlete looking to enter the industry to come to talk with us…”

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