Athletes once avoided public association with cannabis, but today they’re among its most influential advocates and entrepreneurs. From recovery and wellness to social equity and branding, pro athletes are reshaping the plant’s image and the business around it. Here are five standout cannabis brands powered by athletic credibility, purpose, and innovation.
1. Viola (Al Harrington)
Former NBA forward Al Harrington founded Viola, naming it after his grandmother, who found relief through cannabis. What began as a personal mission evolved into one of the largest Black-owned cannabis brands in America. Viola now operates in multiple states with a full range of flower, vapes, and edibles—while its foundation supports minority entrepreneurs and advocates for equitable licensing. Harrington has become a leading voice for representation and reinvestment in the cannabis industry.
2. Tyson 2.0 (Mike Tyson)
Boxing icon Mike Tyson turned his personal transformation into a cannabis empire with Tyson 2.0. The brand emphasizes mental health, recovery, and premium-quality products, including flower, concentrates, and edibles. Tyson frequently discusses how cannabis helped him find balance after years of physical and emotional strain in the ring. Tyson 2.0 has gone global—offering carefully branded products that blend authenticity with strong retail appeal.
3. Primitiv (Calvin Johnson Jr. & Rob Sims)
NFL greats Calvin “Megatron” Johnson Jr. and Rob Sims co-founded Primitiv to explore the plant’s potential in pain management and neuroprotection. Both former Detroit Lions players suffered from long-term injuries and turned to cannabis as a natural alternative to opioids. Primitiv operates cultivation and retail operations in Michigan, partners with researchers on therapeutic studies, and promotes education around cannabis in athletics—a mission rooted in healing and science, not hype.
4. Highsman (Ricky Williams)
Few athletes have done more to normalize cannabis in sports than Ricky Williams. Once suspended from the NFL for cannabis use, Williams is now the proud founder of Highsman, a lifestyle brand celebrating “the pursuit of greatness” through the plant. Highsman offers premium flower, apparel, and accessories—bridging locker-room culture with mindfulness and wellness. Williams’ evolution from controversy to cannabis entrepreneurship mirrors the broader shift toward acceptance in professional sports.
5. Revenant (Kyle Turley, Jim McMahon & Eben Britton)
Three former NFL players—Kyle Turley, Jim McMahon, and Eben Britton—joined forces to launch Revenant, a cannabis brand focused on health, transparency, and social impact. Their mission is clear: help athletes and veterans transition away from addictive painkillers through natural recovery options. Revenant partners with veteran organizations and emphasizes clean cultivation practices, lab testing, and accessible pricing—making wellness both personal and purposeful.
Why Athletes Are Winning in Cannabis
1. Authentic Wellness Stories
Athlete-backed brands succeed because their founders genuinely use cannabis for recovery, pain relief, and mental clarity. This authenticity builds trust with consumers looking for transparency.
2. Cultural Legitimacy
Sports figures carry enormous cultural weight. Their public support challenges lingering stigma, pushing cannabis further into the mainstream wellness and performance conversation.
3. Business with Purpose
Many of these brands go beyond profit. Viola promotes social equity, Primitiv funds research, and Revenant supports veterans—proving cannabis can drive both economic and social progress.
4. Expanding Market Opportunity
With CBD removed from the World Anti-Doping Agency’s banned list and THC reform advancing across U.S. states, athlete-backed ventures are perfectly positioned to shape a new era of cannabis commerce built around recovery and responsible use.
From the gridiron to the octagon, from hardwood courts to high-end dispensaries, these athletes are doing more than endorsing products—they’re redefining what it means to be a champion in wellness. The next wave of cannabis growth may not come from boardrooms, but from locker rooms.