Retired NFL Legend, Heisman Winner, and Founder of Highsman, Ricky Williams is pushing for change off the field, advocating for health, wellness and cannabis.
Ricky Williams played college football for the Texas Longhorns, receiving All-American honors twice as well as winning the Heisman Trophy in 1998 before taking his talents to the NFL. Williams was drafted in 1999, in the first round, fifth overall to the New Orlean Saints before being traded to the Miami Dolphins in 2002. Ricky led the league in rushing, earned first team All-Pro honors and a Pro Bowl selection in 2002.
Ricky Williams ultimately discovered the healing properties of Cannabis after retiring, partnering in the plant to help manage pain, injuries and the stresses of being an elite professional athlete. Eager to learn more, Ricky Williams traveled to the Himalayas in pursuit of a deeper understanding of the plant and its healing properties. After years of research and development, Ricky has released Highsman a sports and lifestyle brand that mirrors his ethos. With an opportunity to create change and affect a larger community, they’ve focused on providing premium quality cannabis, accessories and infused yoga moments.
Shifting the narrative, Ricky Williams joined Jay Morzaria of Sports Cannabis to talk about Highsman, the Cannabis connection, Yoga and the future of plant healing.
Jay Morzaria
Today, you’re leading the charge off the field with a host of unique companies that emulate your life ethos and passion. Before we take a deep dive into everything you’ve cultivated, let’s talk about where it all started, football. What was it about the sport that ultimately hooked you and made you pursue it as a profession?
Ricky Williams
“I believe that in our youth, we lack a deep understanding of ourselves, making it challenging to discern our true calling. We tend to gravitate towards areas where we receive the most validation based on our skills. For me, football was that… Whenever I played, I received the most validation. The constant praise became a driving force and made me stick with it.”
Jay Morzaria
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 game-ready, what did the wellness conversation look like?
Ricky Williams
“Back then, there wasn’t much talk about wellness in football; it was more about availability than true well-being. The ability to perform and do your job was crucial because, let’s face it, if you weren’t doing your job, what were you even there for? But honestly, it varied for each person. Some guys spent entire seasons on the injured reserve and some would take pills or do whatever it took to stay on the field, even if they weren’t well.
The main focus was always on performance rather than well-being. When you invite discussions about how someone feels about themselves, that’s when the core of wellness comes into play. Many people are driven to success out of self-hatred, using achievements to avoid being alone with their thoughts. I’ve noticed this talking to many athletes early in life – being a top athlete helps them escape certain issues, but once they retire in their 20s or 30s, those unresolved problems resurface.
Incorporating cannabis into the conversation, at least in my experience, has shifted the narrative toward wellness. Now when the NFL Players Association discusses cannabis with NFL owners, it’s not about substances of abuse; it’s about well-being. As this conversation expands, which it must, more athletes are realizing that cannabis is a better option for them compared to alcohol, painkillers, and opioids.”
Jay Morzaria
Looking back on those experiences, when were you introduced to cannabis for recovery and healing?
Ricky Williams
“Back when I was playing football in California, within certain liberal and hippie circles, there was talk about cannabis, but this perspective wasn’t widely accepted publicly. Even though some players were using cannabis, unless you grew up with hippie parents, the notion that it could be beneficial for you or help with recovery didn’t exist. If you mentioned this idea to someone, they’d probably just scoff and tell you to, “Shut up” or “You just want to get high.”
For me, the realization regarding the wellness aspect of football, or any pursuit at all, was tied to the question of whether I genuinely wanted to be doing it. When I started using cannabis, the first thing that struck me was that I no longer had the desire to play football. It wasn’t just about recovery; it was about realizing my unhappiness and the need for changes in my life to feel better about myself.
This is exactly why conversations like these are crucial. It’s one of the main reasons I launched Highsman – people need to hear about cannabis more accurately, especially from those who use it. It shouldn’t come from those who lack experience or from people who haven’t consumed cannabis.”
Jay Morzaria
Is that why you pursued it?
Ricky Williams
“Yes and no. At first, it was something I tried to distance myself from due to the harsh penalties attached to liking and enjoying it. There were consequences for integrating it into my life, so I attempted to avoid it. However, each time I consumed cannabis, I found a sense of peace and open-mindedness. It altered my perspective, and I enjoyed the way I felt when I looked at things differently. In a somewhat cliché manner, it truly did free my mind.
My thoughts were rigid, influenced by rules and preconceptions from my upbringing. However, when I started consuming, my thinking shifted, and I began to view things in a way that made more sense to me. Football was great, but I realized there were other pursuits I needed to prioritize. Chasing a dream in football prevented me from pursuing what I truly wanted.
Having the courage to acknowledge this perspective and act on it was when I recognized that cannabis held a unique significance for me.”
Jay Morzaria
How did the personal relationship with cannabis evolve to one that was steering education forward?
Ricky Williams
“It evolved because, as a professional athlete, I hold a platform. Recognizing the widespread miseducation about cannabis and the severe punishments associated with its consumption, I understood that my struggles weren’t unique. I felt a responsibility to change the narrative and use my platform to let others who’ve faced similar challenges know they’re not alone and that the journey is worthwhile.
Especially for younger individuals, my aim is to present a perspective on cannabis that helps them sidestep the struggles I went through. It’s about efficiency—avoiding the time and energy I had to expend to overcome negative connotations before experiencing the positive aspects. If someone had approached me with, “Hey, this can activate your imagination, open your mind, and connect you with parts of yourself that are sometimes hard to reach,” it would have saved me a significant amount of time and energy.”
Jay Morzaria
Today, you’re retired and have cultivated a host of unique brands. Despite hanging up the cleats, the impact of playing for decades still affects your body. What does your cannabis routine look like now, and has the intention changed?
Ricky Williams
“When I was in the NFL, cannabis was a crucial part of my recovery routine, even though I didn’t consciously think of it that way back then. Now, reflecting on it, the concept of grinding all day, and then taking time to relax, recover, and get ready for the next day resonates with me. Although I’m not in the same physical grind anymore, I still use cannabis in a similar manner.
On a creative level, I find that cannabis helps me open my mind and connect when navigating the challenges of creating and managing a business. The competition in providing value to consumers requires constant problem-solving and creativity, and cannabis aids me in that process. Physically, especially with a good Indica, I instinctively engage in stretching—a daily reminder as a yoga instructor and practitioner to tune into my body.
As an entrepreneur, it’s easy to get lost in constant thinking and sometimes I forget about my body or even skip meals. Cannabis brings me back to my body, reminding me of my muscles and prompting me to address any old injuries. Unlike anti-inflammatories and opioids that mask pain, cannabis allows me to be aware of my body’s signals, move mindfully and take care of myself. If a part of my body needs attention, I can focus on it, stretching and breathing life and positive energy into those areas. Without this mindfulness, I’d risk neglecting issues that would worsen over time. In essence, it provides mindfulness, which is key.”
Jay Morzaria
Something that you talk about with a great deal of passion is Yoga. During your CFL days while playing for the Argonauts, you volunteered as a teacher at a local studio in Toronto. How was that experience, and for you what parallels do you draw between Yoga and Cannabis?
Ricky Williams
“I used to volunteer my time there. Close to where I live there’s a yoga retreat, known as an ashram. It’s where I underwent my Yoga teacher training and spent a lot of time teaching yoga. When I was in Toronto, they had a sister center downtown near the university, and I used to teach there on Sundays, which I thoroughly enjoyed.
There’s a similarity between cannabis and yoga. The distinction lies in the experience—cannabis takes you on a temporary trip, elevating your vibration. Whatever you do in that heightened state is yours, and when it wears off, you return to your usual state. However, you retain the sparks of greatness, the ideas, and the connections made during that elevated period, bringing them back into your everyday life.
Yoga, especially with regular practice, allows you to operate more consistently on that elevated level. With cannabis, you get to visit that heightened state, but through dedicated spiritual practice like yoga, you start to live in that higher vibration, putting in the ongoing work to integrate it into your daily existence.”
Jay Morzaria
You alluded to Yoga allowing your body to dial in and tap into different vibrations. Something else that allows you to do that is the different terpenes found in cannabis. Which terpene is your favourite and best resonates with you?
Ricky Williams
“In terms of terpenes, I’d highlight pinene—obviously, because when people catch a whiff of it, it’s reminiscent of a forest, like the scent of pine needles. I believe there’s an ancient wisdom tied to chemistry that we all possess, found in our sense of smell. The nose truly knows; it’s ancient machinery that surpasses even our nervous system, connecting directly to the limbic system.
I’ve noticed this when discussing it with my wife. Initially, she commented on some genetics I brought back from Oregon, saying it just smelled like weed. I challenged her to close her eyes and focus on what came to mind. It led to a fascinating conversation about how people can educate themselves on cannabis scents. Our built-in machinery enhances our ability to connect with it, appreciating the incredible variety of molecules this one plant produces, from apple and banana scents to herbal and fuel-like aromas—it’s mind-blowing.
When you consider the different profiles, it’s not just about Indica, Sativa, or Hybrid; it’s about understanding specific flavours and aromas. As people familiarize themselves with various genetics, their relationship with cannabis can expand. It’s similar to a relationship with people; you know who to call when you want to cheer up or engage in deep spiritual conversations. Similarly, as you explore cannabis varieties, your built-in machinery guides you, telling you, “Oh yes, this is it.” Even if you don’t actively try it, the associative power of our brains brings back memories of scents from years ago, like that joint passed around on the beach a decade ago.”
Jay Morzaria
You spoke on the opportunity cannabis provides individuals to teleport back to a moment of greatness or enlightenment. Allowing people to rekindle moments from the past, do you find it provides the same elevated experience for yourself?
Ricky Williams
“Oh, my God, yeah. As I navigate through life, I’m coming to the realization that the most precious things are the states of consciousness, those feeling states, you know? There are certain people who, when you’re around them, just bring you down. When we’re young, we may think we have to endure that, but as we age, it becomes a choice, right? You start choosing to be around people who uplift you because the more you feel lifted up, even just by being in someone’s presence, it positively impacts the quality of your thinking. I’ve noticed that when I’m around someone I genuinely enjoy, I come home being nicer to my wife and kinder to my kids.
Conversely, when I’m around people who bring me down, I feel like that negativity rubs off on others. It’s a realization that the people we surround ourselves with, the activities we engage in, the things we read, watch on television, and the music we listen to—all of these things have a profound effect on us. For me, this is where the beauty of cannabis comes in. People often say that when you consume cannabis, you find yourself in a space where you can appreciate the taste of food better, enjoy the sound of music more profoundly, and, with some effort, genuinely appreciate other people.
Sometimes, after smoking a bit, you find yourself engaged in a conversation where you’re not overly in your head, and you genuinely listen to what the other person has to say. It’s a beautiful aspect of the cannabis experience.”
Jay Morzaria
When you retired in 2012, cannabis was still plagued with stigma and it was not accepted due to the rules, regulation and public opinion. At that time, did you know you were going to make a play for Highsman?
Ricky Williams
“Actually, no, for the most part, I was actively avoiding it. That changed when I was signing autographs, you know, that’s something a lot of retired athletes do. Someone asked me to sign “Smoke weed every day” on one of the helmets, and suddenly, I was flooded with calls for more autograph signings and candid subscriptions. My memorabilia business tripled in a year. It hit me that all these people were Ricky Williams fans—individuals who love both sports and cannabis. This was the only thing that allowed them to express their love for both simultaneously. Recognizing this need, light bulbs started going off, and my entire story began to make sense. There was a gap; no one was representing a positive cannabis story. It was either about being cool or avoiding trouble, but there wasn’t an empowering, uplifting narrative associated with cannabis.
Going through my personal experiences, I felt the powerful and uplifting nature of cannabis, and it bothered me that no one was talking about it. That’s what motivated me to explore further—am I crazy, or is there something more significant at play? My contact in India played a pivotal role. Reading a book on Ayurveda, I discovered a whole chapter dedicated to cannabis, highlighting its importance. The tradition in India allowed two main groups to consume cannabis: the priests (Brahmins) and those engaged in hard physical labour. This revelation struck a chord with me.
As I learned about Hinduism and studied yoga more deeply, I learned about Shiva and how his devotees consumed cannabis. My teacher even gave me a Shiva name. I started to realize that I wasn’t alone; there’s a lineage of people throughout history who have consumed cannabis in a spiritual and uplifting way, echoing the experiences we’re discussing. It became clear that it’s our responsibility, given our experiences and access to this information, to share it with the world. In a world where misinformation prevails, especially with the internet, we owe it to ourselves and each other to provide accurate information when we come across it.
I also studied ancient Chinese medicine and their very first Materia Medica, dating back over 2500 years. Unsurprisingly, cannabis was a part of it. In ancient Irish texts, it was mentioned that cannabis could make you speak to ghosts. When I first encountered this idea, it seemed a bit silly. However, during a recent photo shoot a couple of weeks ago, where they brought a few joints, I smoked a bit and sat down for the shoot. Suddenly, I heard a voice, as if a ghost was speaking to me. It struck me that sometimes, when we consume, our minds open, and we connect to different ideas. In that moment, I connected with joy, and I realized that perhaps talking to ghosts refers to entering a certain world beyond the physical survival-focused realm of work, work, work.
Whether through meditation, yoga, or other means, we shift our frequency and tap into the inner world. However, there are energies stuck there that we tend to tune out when we need to focus on the external world. Achieving balance, to me, means living fully in both worlds. Most of us tend to compartmentalize, placing one part over here and another over there. Yet, I believe we lose creativity when we separate and compartmentalize aspects of our lives in this way.
Jay Morzaria
From those experiences, mediation, yoga and education, you’ve created Highsman, a unique line of products that is dominating the cannabis industry. Talk to us about the Highsman movement and mission.
Ricky Williams
“Yeah, so the name is interesting, spelled differently, but back in college, I won the Heisman Trophy, for being the top football player in the country. That season, was when I had my first profound experience with cannabis which marked the beginning of my journey. Despite the risks, I returned for my senior year with the goal of winning the Heisman trophy. People thought I was crazy, being a first-round draft pick, but I felt that if I had an opportunity to break the all-time rushing record in college football history, it was worth the shot.
The season started rough, dealing with personal issues which put me into a dark mental cycle. My roommate, a smoker, offered me his bong to help me relax and chill out. After taking a hit, I found myself lying in bed, introspective. In about 20 minutes, everything surfaced, and then it cleared away, revealing a brighter perspective. The next two weeks, I had back-to-back 300-yard rushing games and became the Heisman front runner. I kept going and broke the record, and won the Heisman trophy.
However, for a long time, I kept this part of the story hidden because in football, even those who smoked cannabis lied about it. Even though it was was vital to my success, I didn’t feel safe revealing the truth. It made me question, how many aspects of ourselves we love but hide. Whether it’s cannabis or any passion that ignites us, sharing it with the world is sharing our greatness. For me, it’s manifested through cannabis, opening my mind to different ideas. Highsman, in essence, is about that inner greatness we all possess, and while cannabis can be a tool, there are various ways to access it. Our mission is to encourage people to access and share that greatness in their unique ways.
Now, fast forward a decade, and I’ve launched Highsman, with three product lines—Pregame, Halftime, and Postgame. They cater to different preferences and occasions—whether it’s the energetic boost with Pregame (Sativa), the balanced experience of Halftime (Hybrid), or relaxing with Postgame (Indica) and unwinding. The range aims to appeal to a diverse audience, recognizing that everyone has their own unique journey with cannabis. You can find them all on highsman.com.
The brand reflects the pivotal role cannabis played in my life, from turning my season around to now shaping my venture into the cannabis market. This journey is encapsulated in the brand name. It takes me back to that moment when cannabis played a crucial role in my life. The whiff of that pine terpene, much like a nostalgic scent, brings me back to where it all began. The brand is now a part of the market, reaching across the US with a range of quality cannabis products.
Jay Morzaria
Is Highsman a crossover of a lifestyle, sports brand and which audience are you ultimately targeting?
Ricky Williams
“Understanding your audience is crucial. I observed the crossover between sports fans and cannabis enthusiasts, realizing they lacked a platform to express their shared love. Our target audience consists of people who are passionate about life, sports and cannabis, offering them an avenue to express their appreciation for both. We see ourselves as a lifestyle brand, aiming to launch it with authenticity. Starting with my own consumption habits was a natural choice since it reflects my personal experience. However, the plan is to expand beyond strains and incorporate the concept into consumption lounges and boutique hotels. Many cannabis enthusiasts who love sports enjoy travelling to different games, but finding cannabis can be a hassle. As a lifestyle brand, our goal is to support and build a community around this lifestyle.
The strains, including Pregame, Halftime, and Postgame, are all designed with our target audience in mind. We use sports-related concepts to intertwine the ideas of cannabis and greatness. Watching sports is about the personal connection to greatness—seeing remarkable athletes like Tom Brady, Patrick Mahomes, or Steph Curry do what they do best. Cannabis enhances this appreciation for greatness, especially for avid sports fans. We encourage people to take the inspiration they get from watching sports and turn it into something meaningful. The goal is to create a seamless connection between the worlds of cannabis and greatness, inspiring individuals to translate their admiration for sports into action.”
Jay Morzaria
Highsman is constantly evolving. Which states are you currently sparking greatness in and which states are you looking to expand to?
Ricky Williams
“Arizona marked our sixth market expansion. Currently, we’re operational in California, Oregon, Washington state, Massachusetts, and Pennsylvania, and engaging in discussions with potential partners in Michigan, Missouri, Florida, Nevada, and Maryland. The expansion process is quite intricate due to the market dynamics as well as finding suitable partners in each location. Similar to a marriage, this partnership is built on mutual reliance. We entrust them with maintaining the exceptional quality of our products, and they rely on our authenticity in storytelling to connect with people. It’s a team model which draws from my football experience. I understand the significance of having a great team—individuals who understand you and bring a level of expertise that complements your own. Our secret sauce lies in the careful selection of partners who align with our vision.”
Jay Morzaria
How important was it to partner with producers that aligned with your ethos and what’s the long-term plan?
Ricky Williams
“Our long-term plan involves establishing a breeding program and refining it to align more closely with my personal preferences. However, I firmly believe that cannabis is a tool and a relationship. Drawing on an analogy, I think of a carpenter who excels with various tools based on the task at hand. While some carpenters may specialize in woodwork and favour woodworking tools, versatility is key. When choosing tools, the carpenter seeks quality, ensuring they’re up to the job. Currently, we assure the quality by thoroughly evaluating the genetics and flower, collaborating with cultivators to ensure top-notch quality at an accessible price point. This is a commitment we stand by—ensuring the flower’s aroma, taste, and effects meet the highest standards. It’s not just about the product; it extends to the mindset of the cultivators. The first question I pose to our partners revolves around their attitude toward cannabis. In my view, the mindset of those intimately involved with the plants significantly influences the result.”
Jay Morzaria
What can we expect from Highsman in the Future?
Ricky Williams
“Hybrid yoga is a passion project for me, and we’re turning it into a movement. We kicked it off at the Super Bowl with a yoga session, marking the team’s first real encounter with yoga. It was a pivotal moment when it clicked for them, and they grasped the essence of yoga. Personally, my journey led me from discovering cannabis to embracing yoga, and I found that they complement each other seamlessly, as we’ve discussed. Authenticity is at the core of our brand, and that involves introducing people to elements that enhance cannabis use. The outdated narrative suggests that consuming cannabis makes you want to lounge on the couch, watch movies, and laugh. We’re here to challenge that myth and encourage activities like going for a walk, spending time in nature, or engaging in cannabis-infused yoga. We’ve created Highsman Yoga, and it’s not confined to sitting cross-legged with your eyes closed; it’s about movement, utilizing cannabis to foster a deeper connection with oneself. The essence of yoga is a union, breaking down the barriers between two seemingly separate worlds. I often describe cannabis as the introvert’s coffee. Much like extroverts use coffee to energize themselves for the external world, cannabis helps introverts tune into their inner world. It’s a means for us to awaken to our inner selves and navigate the world more authentically.”
Jay Morzaria
Astrology has played a big role in your life and recently you co-founded Lila Astrology. Taking that into consideration, what advice would you give to others following in your footsteps?
Ricky Williams
“Tapping into astrology, it’s about discovering a meaningful narrative. Many entrepreneurs have fantastic ideas, but they struggle to connect those ideas to a narrative that holds personal significance. On the other hand, once you find your passion and see the story within it, it’s transformative. When I talk about a meaningful narrative, it’s about aligning our past, present, and future into a cohesive story. Take, for instance, a famous football player who faced trouble for smoking. The key is turning that negative incident into a positive, empowering story. For me, envisioning the future involves getting this narrative out into the world so that more people can experience a similar transformation. This narrative becomes a powerful force, especially on those challenging mornings. When I tap into that story, I realize it’s more significant than just my personal journey. It becomes a source of energy that propels me forward. In the world of entrepreneurship, the crucial element is persistence. You have to keep going, and you have to do it with a smile because each day brings new challenges and surprises. It’s about maintaining that momentum and constant improvement.”
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