Photography By: Robert Bruce, Courtesy of Primitiv Group

• Instagram
• Twitter
• LinkedIn

In a groundbreaking shift within the world of sports, Primitiv Performance is redefining the role of cannabis in athletic recovery and wellness. Founded by former NFL stars Calvin Johnson Jr. and Rob Sims, this innovative brand is not only changing perceptions but also pioneering a new frontier in natural healing. As the conversation around cannabis evolves, Primitiv stands at the forefront, championing a healthier approach for athletes.

Today, Primitiv Group is a vertically integrated cannabis company operating in Michigan, where they hold licenses for cultivation, processing, and retail sales. Committed to shifting the narrative around cannabis and breaking the stigma associated with its use, Johnson Jr. and Sims have established a meaningful brand dedicated to promoting cannabis as a vital component of elevated wellness.

In an exclusive interview, Calvin and Rob shared insights into their journey, the strategic partnerships cultivated, and their vision for the future of cannabis in athletics.

“We’ve evolved into a fully integrated company, starting with our deep commitment to plant cultivation. Our goal has always been to empower the plant. We completed our business model by acquiring processing and retail licenses in 2021, which allowed us to develop innovative products under the Primitiv Performance brand. We’re excited about our progress and the partnerships we’ve formed, helping us push the boundaries of what’s possible in athletic wellness.” -C Johnson Jr.

Creating a brand in a new industry is complex and nuanced, requiring considerable patience and perseverance. What was the driving force behind Primitiv?

“After leaving the NFL, many players, including myself, were excited to invest in ventures that extended beyond their playing careers. My journey began with real estate and evolved into cannabis real estate. After getting a better understanding of the industry, we saw the opportunity to innovate ourselves. It’s been an incredible journey, and maintaining the camaraderie from our playing days with Calvin has been a key part of it. Even though we didn’t win a Super Bowl with the Lions, we’ve found a new arena where we can excel. That pursuit and the drive to see it through keeps me motivated every day.” -R Sims

Breaking the Stigma with Strategic Partnerships

In a historic moment for athlete-owned brands, Primitiv partnered with Ford Field. Can you discuss the significance of that moment and how this reflects a changing attitude toward alternative wellness solutions?

“Seeing professional leagues lift restrictions on cannabis is a major step forward in removing the stigma around the plant. It’s great to see organizations embracing natural healing methods. Our goal has always been to provide athletes with products designed specifically for their needs. Unlike traditional topical creams or rehydration drinks, our products include anti-inflammatory components to support natural recovery. We’re excited to bring these innovations to professional athletes and help them heal more effectively.” -C Johnson Jr.

Given the increasing popularity of CBD products, what challenges did Primitiv Performance face in securing a partnership with Ford Field?

“We are lucky to have an amazing team and, in recent years, lucky to have the
opportunity to bring Ken Langdon onto our team. His guidance and corporate
partnership expertise has been invaluable in navigating this industry’s daily challenges. Securing our NSF certification and establishing effective deals for a groundbreaking product required significant effort. Thanks to our dedicated attorneys and the vision we set years ago, we’re seeing our plans come to life. It’s incredible to achieve what we once only wrote down, and this is just the start. We’re proud to be pioneers in this niche, and the journey has been truly rewarding.” -R Sims

A Broad Appeal

Gaining momentum, Primitiv Performance was introduced as the Detroit Tigers’ official CBD topical in early May. When did you both realize there was an opportunity for this to happen?

“Securing our NSF certification was pivotal. Once we achieved that milestone, we focused on forging a partnership with the Lions. The buzz around our product sparked interest from multiple teams across baseball and basketball, all exploring potential sponsorships. However, creating brand awareness comes with costs, so we had to choose which opportunities to pursue strategically.” -C Johnson Jr.

For many who don’t know, partnering is complicated. Can you talk about the importance of NSF certification?

“It’s crucial, and we want to ensure that our products are fully compliant and NSF Certified so professional and collegiate athletes can use it without risking a positive test for performance-enhancing drugs. A false positive can damage a player’s reputation and career. We wanted to eliminate that risk and build trust with athletes and teams by ensuring our products meet the highest standards.” -R Sims

How have overcoming cannabis stigma and building strategic partnerships contributed to your brand’s broader acceptance and new opportunities?

“Overcoming the stigma around cannabis has been a significant milestone for us. By developing a high-quality, clean product and cultivating strategic partnerships, we’ve gained acceptance across various demographics, from children to seniors. This broader appeal has led to new opportunities. The more we break down barriers, the more opportunities open up.” -R Sims

Authenticity and Branding

Packaging and branding are difficult to tackle, and your team has done an incredible job reviving trends, from the Primitiv football-themed die-cut packaging to the TURF relaunch. Can you talk to us about the approach of blending cannabis culture with gaming and how it creates an opportunity to tap into new demographics?

“We’ve built our brand around authenticity and fun, blending serious ambition with a playful spirit. While we aim to impact the industry—just like with the Tigers partnership —we also want to keep things light. Our product, ‘Turf,’ is our nod to the past, making cannabis more accessible and affordable. It’s designed for everyone, including gamers who want to relax and enjoy their evenings. Our approach is subtle and inclusive, reflecting our belief that cannabis can be part of an enjoyable lifestyle and culture…”-R Sims

“We want to connect with a wide range of consumers while keeping our brand fresh and distinctive on the shelves. In a crowded market, we want to stand out with our packaging. As the industry evolves, so do we—introducing new packaging designs that look great and highlight the quality of our products.” -C Johnson Jr.

A Bright Future Ahead

As the cannabis landscape continues evolving, so does Primitiv’s vision. Looking ahead, both Johnson and Sims are optimistic about the future of cannabis in professional sports,

“We’ve built a resilient culture that can handle whatever comes our way. Like others in this space, we’re committed to weathering these growing pains and emerging stronger.” -R Sims

Primitiv Performance is not just about innovative products; it’s about reshaping the conversation around cannabis in athletics. As they lead the charge for natural wellness solutions, they invite athletes and consumers alike to join their movement.

“Authenticity is key. While we’re definitely in this business to succeed financially, we see the true value in education. Acceptance is crucial, and we’re committed to helping others learn how this plant can positively impact their lives and change the narrative.” -C Johnson Jr.

“For anyone looking to enter the cannabis space, be ready for a journey filled with ups and downs—it can feel like a roller coaster at times. Success doesn’t happen overnight; it requires dedication and hard work. My partner Calvin and I have been in this for seven years, longer than we played professional football. This isn’t a quick venture; it’s about patience and taking incremental steps. Consistent effort is the key to building something meaningful. And remember, just Keep Stacking” -R Sims

Join the Primitiv Movement: https://primitivperformance.com/ –Follow On Social: Instagram | X