EXCLUSIVE: How NFL Veterans Calvin Johnson And Rob Sims Succeeded As Sports-Focused Cannabis Entrepreneurs

In the latest episode of Benzinga's Cannabis Insider podcast, former Detroit Lions teammates Calvin Johnson Jr. and Rob Sims talked about their journey from pro football to cannabis entrepreneurship with their venture, Primitiv Performance. They discussed the development of cannabis-based wellness products tailored for athletes and their broader mission to shift perceptions about cannabis in sports.

From NFL Injuries To Cannabis Innovation

The transition from the NFL to the cannabis industry emerged from their experiences with sports-related injuries and the benefits they found in cannabis. Equally important, Johnson and Sims leveraged their knowledge of team dynamics to build a strong foundation for their business. They focused on innovative products designed specifically for high-performance athletes, drawing on lessons from their football careers. Reflecting on the early stages of forming their company, Johnson shared, “Starting from the beginning, we felt we knew what a good and bad team looked like.”

Primitiv: Redefining Athletic Recovery With Cannabinoids

Their company focuses on the anti-inflammatory properties of cannabis, which are crucial for athletes dealing with frequent pain and swelling. Their shared passion for the plant’s medicinal uses was evident as they discussed how these products had become essential in their own recovery routines. From Primitiv, they have meticulously developed topicals and other products that integrate multiple cannabinoids, enhancing the efficacy of traditional athlete recovery methods.

Discussing the evolving perception of cannabis in professional sports, Johnson highlighted the NFL’s recent policy changes that allow players more leniency with cannabis use, reflecting a growing recognition of its health benefits.

Primitiv’s Strategic Partnerships Boost Visibility

One of the standout aspects of their work is a partnership with Harvard University to study the medicinal effects of cannabis. This collaboration underscores their commitment to education and advocacy, aiming to dispel myths and provide credible information about cannabis. “The biggest part of this is disseminating education and creating awareness,” Johnson said.

Their efforts also led to a partnership with the Detroit Tigers, which they say will significantly enhance the visibility of their brand. This collaboration, while separate from other cannabis-related initiatives due to MLB regulations, serves as a testament to their strategic approach to brand growth and market penetration.

Johnson and Sims are enthusiastic about the future of their company. They say the technology they’re developing has the potential to create a wide range of products, benefiting not only athletes but anyone seeking natural wellness solutions. To hear more about their innovative journey and future plans, watch the full interview on Benzinga’s YouTube channel.

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