In the evolving landscape where cannabis intersects with athletics and wellness, Kush League emerges as a pioneering force. Founded by visionary Alex Al-Sabah, Kush League is a movement that challenges stereotypes and reshapes the integration of cannabis in sports through a unique tailored product line, “Made by athletes for athletes.”
From its roots in Chicago, Illinois, to the launch of an innovative cannabis-infused product line, Kush League is redefining cannabis in athletics, ushering in a healthier, more inclusive sports culture. Embracing cannabis as a tool for recovery and wellness, the brand aims to normalize its use in athletics, advocating for safer alternatives to traditional treatments.
Alex, a former college basketball athlete, pivoted into the Cannabis industry after graduating and co- founded The 1937 Group. Equipped with two decades of industry knowledge, Al-Sabah wants to change the approach to cannabis and athletics;
As someone deeply rooted in the cannabis industry for decades, I’ve witnessed its evolution firsthand. Looking back, the two concepts, Sports & Cannabis, felt like a combination that could hinder performance rather than enhance it. It wasn’t until recently, in the last few years, that I started using cannabis intentionally before workouts, opting for edibles and tinctures over smoking… Over the last few years, we’ve seen professional athletes coming to the forefront advocating for cleaner solutions, and it made sense that we had to change the
industry with a healthier alternative… With Kush League, we’re championing an effective tool for recovery and wellness that is authentic and gives athletes the best product on the market…
Putting a premium on health and wellness, Alex believes Kush League has an opportunity to shift
the narrative;
We see ourselves first as a sports brand and second as a cannabis brand. Our mission is clear: to break down the stigma surrounding cannabis use among athletes. Moments like Kevin Durant’s candid interview with David Letterman marked a turning point, showing that high-profile athletes can openly discuss their cannabis use without fear of repercussions. The evolution of cannabis laws and ongoing research is a testament to its potential as a safe alternative to traditional treatments. We believe in cannabis not just as a recreational option but as a daily supplement, similar to a vitamin, offering a range of therapeutic benefits. Our focus on research and development aims to tailor products to individual needs, showcasing cannabinoids beyond just THC.
Redefining branding in the Cannabis industry, Al-Sabah and his team have cultivated a unique package which pays homage to a culture synonymous with sports, sneakers;
The Mini Shoe Box for Flower isn’t just about packaging; it’s about creating an experience. It is inspired by sneaker culture and delivers the thrill of unboxing a new pair of kicks. We want every interaction with Kush League to be memorable. We are not just building a brand; we are a community of wellness enthusiasts and sports lovers. Whether you’re an athlete or committed to a healthy lifestyle, our products cater to those who appreciate quality and authenticity.
Rosin-infused chews with vitamin supplements and flavourless drops are emerging as innovative options for athletes and fitness enthusiasts. Alex and Kush League believe these products provide the targeted support athletes need. Compared to traditional supplements, they offer a more tailored approach, integrating seamlessly into an active lifestyle. Health and nutrition pave the path forward for athlete-tailored products, and Kush League has partnered with a Michelin-rated restaurant group to ensure that the ingredients used are held to the highest standards;
In my view, everyone deserves access to cannabis, much like taking a daily vitamin for overall wellness. It’s about finding the right balance of cannabinoids and dosage. We’re thrilled to launch our edible rosin product this month in Illinois, followed by the official Kush League brand debut and our flagship retail store, which we designed to rival iconic destinations like Nike stores.
Our approach isn’t about competing on price with traditional products like gummies. Instead, we’ve crafted rosin true chews, a unique edible experience that stands out for its quality and innovation. Partnering with a Michelin-rated restaurant group ensured our formulations are top-notch, using only the purest ingredients, particularly in our rosin base.
Unlike standard gummies, our texture and formulation set us apart. Each rosin chew is enriched with supplements tailored for athletes and wellness enthusiasts. Whether it’s our immuno line with vitamin C, coenzyme Q10, or zinc and B12 variants, our goal is to integrate cannabis seamlessly into daily routines, enhancing overall health and performance.
Our upcoming drops, like the THC-V blend for enhanced focus without the psychoactive effects, are a product we’re excited to share with the community. Kush League isn’t just about recreational use; it’s about making cannabis a functional part of your daily regimen, tailored to individual needs and preferences.”
Looking forward, Alex Al-Sabah believes the positive momentum behind cannabis integration in professional major leagues will provide an opportunity for Kush League to champion a new intersection dedicated to athletes;
I’ve dedicated the last two decades to the plant, and it’s gratifying to see cannabis and athletics becoming more normalized, with athletes like Kevin Durant and Sha’Carri Richardson leading the way… I believe the next 1-3 years will bring rapid progress in this space, opening up opportunities for brands like Kush League to stand out. We’re not alone but aim to lead with our integrated approach—owning stores, offering apparel, and creating top-notch products. Our goal is to make cannabis usage routine, backed by research and trusted by consumers. Soon, I envision a landscape where cannabis is understood and accepted on the level of pharmaceuticals with years of proven research. Our products are health-conscious, vegan, and sugar-free, designed with quality and transparency in mind. It’s about educating consumers and offering alternatives to mainstream options that may not always prioritize health. Most importantly, we want to ensure every product meets our standards and earns consumer trust.
As cannabis, athletics and wellness grow closer together, Kush League stands out as a trailblazer in this evolving landscape. Founded by Alex Al-Sabah, the brand challenges stereotypes by offering innovative, athlete-focused products that emphasize health and performance. Kush League’s dedication to quality and authenticity, from their rosin-infused chews to flavourless drops, will help how cannabis is perceived in the sports world.
As Kush League continues to push boundaries, its commitment to quality and authenticity underscores a broader movement toward integrating cannabis seamlessly into athletic routines. Check them out in Chicago, Illinois and Join the Kush League Movement: Instagram: https://www.instagram.com/kushleagueofficial/ Web: https://www.the1937group.com/
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