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For decades, cannabis has wielded significant influence for athletes across all sports, aiding in recovery, relief, sleep, and inflammation management. Despite its undeniable benefits, cannabis remained shrouded in secrecy, burdened by stigma, and lacked the opportunity to truly shine. However, in 2018, Canada broke barriers, disrupting outdated mindsets by legalizing recreational cannabis. Since then, a ripple effect has surged globally, transforming perceptions and paving the way for innovation.

In the past six years, the cannabis industry has undergone a rapid metamorphosis, presenting athletes with unprecedented opportunities to advocate, invest, and establish thriving brands. As governing bodies of professional and global athletic organizations pivot towards a progressive stance, the conversation surrounding cannabis has shifted towards education, research, and wellness initiatives.

In 2023, the NBA made waves by embracing a green-inclusive future in its latest Collective Bargaining Agreement (CBA). Commencing from the 2023-2024 season, the National Basketball Association boldly announced its decision to cease penalizing players for cannabis consumption, effectively removing it from the league’s stringent anti-drug testing program. This historic move signifies a monumental shift in policy, underscored by a commitment to prioritize player well-being and align with evolving societal attitudes towards cannabis.

Such strides would not have been possible without the relentless advocacy efforts of pioneering athletes like Al Harrington and others. Leveraging their platforms, these athletes have championed the cause of plant-based therapy, driving awareness and catalyzing change within the NBA and beyond.

As the NBA embraces a progressive approach towards cannabis, it sets a precedent for other sports leagues to follow suit, fostering an environment of acceptance, innovation, and holistic player care. With cannabis now recognized as a viable tool for athlete recovery and wellness, the future of sports enters a new era of exploration and possibility.

Al Harrington | Advocate | Founder of Viola Brands

NBA icon, entrepreneur, and Viola Brands Founder Al Harrington is spearheading the Sports Cannabis movement throughout North America, revolutionizing the landscape for athlete entrepreneurs and opening doors for individuals of color. 

Drafted 25th overall in the ’98 NBA draft, Harrington showcased his talent across 16 seasons, gracing the courts for esteemed franchises including the Indiana Pacers, Golden State Warriors, Atlanta Hawks, New York Knicks, Denver Nuggets, Orlando Magic, and Washington Wizards.

Today, the former NBA star, Al Harrington, channels his influence beyond the hardwood, unleashing the full force of Viola Brands, a cannabis enterprise bearing his grandmother’s name. Since its inception, Viola Brands has surged to prominence in the cannabis realm, garnering MVP accolades from enthusiasts and aficionados across North America.  Harrington and Viola Brands have focused on uplifting Black and Brown-owned businesses and legacy operators, prioritizing social equity initiatives and education.

Kevin Durant | Advocate | Investor

Renowned NBA athlete Kevin Durant leverages his platform to drive a seismic shift in the narrative, dismantling the stigma surrounding cannabis. 

Durant, a decorated NBA professional, boasts an array of achievements, including twelve NBA All-Star selections, two coveted NBA championships, a prestigious NBA Most Valuable Player Award, two Finals MVP Awards, two All-Star game MVP Awards, four NBA scoring titles, the NBA Rookie of the Year Award, and the acquisition of two Gold Medals.

Cannabis and emerging industries are gaining momentum, and Kevin Durant, a top NBA athlete, is taking bold steps by investing in their potential. As an astute entrepreneur and visionary investor with a keen interest in technology, Durant is positioning himself to reap the benefits of these burgeoning industries both on and off the court.

In early 2021, Durant’s VC firm, Thirty-Five Ventures, joined forces with Weedmaps in a groundbreaking collaborative content partnership, signalling his commitment to driving meaningful change and fostering dialogue around cannabis and its role in sports and society.

Carmelo Anthony | Advocate | Founder of StayMe7o & Grand National

Basketball icon Anthony embarks on a new journey into the weed industry, unveiling his cannabis brand and agency on April 20, 2024. 

With an illustrious career spanning 19 seasons, including stints with the LA Lakers, Denver Nuggets, and Trail Blazers, the 10-time NBA All-Star now plants his flag in the cannabis landscape, starting with the shelves in Oregon.

The launch of StayMe7o Cannabis, pronounced Stay Melo, is a testament to the collaborative effort of Grand National, a pioneering cannabis-centric agency. This venture is a result of the partnership between Lowd Cannabis’ CEO and Founder Jesce Horton, Chief Creative Director Brandon Drew Jordan Pierce, known as ‘Beedy,’ and Anthony. Grand National is set to revolutionize brand development, expansion, strategy, and marketing endeavours within the cannabis realm.

For the basketball phenom and philanthropist, cannabis isn’t just a business venture; it’s a personal journey rooted in recovery and wellness. Reflecting on his athletic career, Anthony recounts turning to cannabis-derived remedies like tinctures, CBD, and topicals in pursuit of the ideal solution for healing, underscoring the pivotal role of cannabis in sports recovery and performance optimization.

Ben Wallace | Advocate | Investor and Product Line “Undrafted”

In 2021, Ben Wallace seized the spotlight once again, etching his name in history as the first undrafted NBA player to secure a coveted spot in the NBA Hall of Fame. Continuing his triumphant streak beyond the hardwood, Wallace embarks on a new chapter of success off the court, sealing a licensing agreement with Rair cannabis company.

With an illustrious NBA career spanning 16 seasons, Wallace boasts an array of accomplishments, including being crowned NBA Blocks Leader in 2002, clinching two NBA Rebounding Leader titles, securing five NBA Defensive Player of the Year awards, earning two All-NBA Third Team selections, three All-NBA Second Team nods, and notching four NBA All-Star appearances. Additionally, Wallace earned an NBA Championship victory in 2004 with the Detroit Pistons before earning the ultimate accolade of NBA Hall of Fame induction in 2021.

In a fitting tribute to his remarkable journey, Wallace’s product line bears the moniker “Undrafted,” paying homage to his unconventional path to basketball greatness and recent enshrinement in the NBA Hall of Fame. Leveraging his platform, Wallace seizes the opportunity to normalize discussions around cannabis, championing its potential to alleviate the ailments of former professional athletes.

In a strategic move to dominate the cannabis landscape, Wallace’s line debuted in Michigan Detroit. It showcased a curated selection of offerings, including his signature strain, alongside cannabis flower, pre-rolls, and vape cartridges, with promises of additional products on the horizon. With “Undrafted,” Wallace has positioned himself at the forefront of the cannabis revolution, poised to redefine the conversation surrounding cannabis and its pivotal role in athlete wellness and recovery.

Dwyane Wade | Advocate | Investor & Produce Line “Game Over”

In late 2021, retired NBA Champion D Wade dove headfirst into the cannabis industry, making waves with a three-peat product line in collaboration with Jeeter Brands.

Drafted fifth overall by the Heat in the 2003 NBA draft, Wade wasted no time in leaving his mark on the basketball world. Leading the Heat to their inaugural NBA Championship in his third season, Wade’s stellar performance earned him the title of 2006 NBA Finals MVP. His prowess extended to the international stage, where he spearheaded the United States men’s basketball team, affectionately dubbed the “Redeem Team,” to Olympic gold at the 2008 Summer Olympics.  Wade’s stellar career boasts numerous accolades, including being named NBA All-Star Game MVP in 2010, guiding Miami to four consecutive NBA Finals appearances from 2011 to 2014 alongside LeBron James and Chris Bosh, and clinching back-to-back championships in 2012 and 2013.

Transitioning seamlessly from the hardwood to entrepreneurship, Wade continues to redefine success off the court with his groundbreaking cannabis venture. Shooting for nothing but net, Wade launched three unique cannabis strains, presented in a book format as a nod to his memoirs.

Allen Iverson | Advocate | Partnership with Viola Brands

Retired NBA pro, cannabis advocate, and entrepreneur Al Harrington revolutionized the game by bringing Allen Iverson onto the Viola Brand roster in a multi-year partnership.

Allen Iverson, famously known as “The Answer,” left an indelible mark on the NBA during his illustrious 14-season career. Boasting a stellar resume, Iverson earned 11 NBA All-Star selections, clinched 2 All-Star Game MVP awards in ’01 and ’05, secured the coveted NBA MVP title in 2001, and was enshrined into the Naismith Memorial Basketball Hall of Fame in 2016. Renowned for his trailblazing approach that reshaped NBA culture, Iverson’s foray into the cannabis industry is a natural progression aimed at dismantling stereotypes, altering perceptions, and fostering open dialogue about cannabis.

Iverson’s intrigue in the cannabis sector intensified when he joined Al Harrington at Viola’s sprawling 18,000 sq/ft grow facility earlier this year. Immersing himself in the intricacies of the brand, Iverson sought to gain a deeper understanding of the processes, products, and people driving Viola’s success. Viola has emerged as a trailblazer in recent years, producing premium cannabis products and spearheading initiatives focused on social justice and equitable offerings. Their commitment to industry diversity, community empowerment, and employment opportunities resonated deeply with Iverson.

Driven by a shared vision of increasing minority participation, ownership, and education within the cannabis industry, Allen Iverson joined forces with Viola Brand in a multi-year partnership, further cementing his legacy as a transformative figure both on and off the basketball court.

Klay Thompson | Advocate | Founder of Just Live

In early 2022, NBA Champion and All-Star Klay Thompson blazed a new trail by becoming the first active NBA athlete to co-found a CBD brand.

Klay Thompson’s achievements include NBA All-Rookie Team selection, NBA Three-Point Competition Champion, NBA All-Defensive Team honoree, two-time All-NBA Third Team selection, five-time NBA All-Star, and three-time NBA Champion with the Golden State Warriors.

Despite facing his fair share of injuries, Klay Thompson remains steadfast in his commitment to advocating for CBD and promoting a clean, healthy lifestyle. Teaming up with other elite athletes, he has curated a unique product line dubbed “Just Live,” tailored to cater to the needs of fitness enthusiasts and athletes at all levels seeking natural, clean alternatives for their wellness regimen.

Beyond the confines of the basketball court, Klay Thompson leverages his platform to champion cannabis advocacy while shedding light on the societal stigmas and pressing social justice issues that persist in today’s world. Through his bold initiatives, Thompson ignites conversation, fosters awareness, and drives positive change, ushering in a new era of acceptance and innovation in the realm of cannabis and athlete wellness.

Matt Barnes | Advocate

Retired NBA athlete and host of All the Smoke Podcast, Matt Barnes, is championing cannabis both on and off the court.

Throughout his NBA career spanning 14 seasons, Barnes left an indelible mark on the league. Drafted by the Memphis Grizzlies in the second round of the 2002 NBA draft, he capped off his tenure with a triumphant NBA championship victory alongside the Golden State Warriors in 2017.

In 2021, Barnes embarked on a new venture, spearheading the launch of the Eaze Social Equity Cannabis Business Incubator on a national scale. Assuming the role of Senior Advisor to Eaze’s board of directors and management, Barnes lends his expertise to drive policy initiatives, foster social impact, and cultivate industry relations.

Looking Forward: From launching innovative product lines to advocating for social equity and industry diversity, these athletes-turned-entrepreneurs are driving meaningful change and shaping the future of cannabis in sports.  As the NBA and other sports leagues continue to evolve their policies and attitudes toward cannabis, the landscape is ripe with opportunities for exploration and innovation. 

Whether you’re a sports enthusiast, wellness advocate, or simply curious about the potential of cannabis, now is the time to delve deeper into this transformative industry and discover the myriad ways it’s reshaping the game. Join us as we embark on this journey towards a healthier, more inclusive future with cannabis at its forefront.