In recent years, professional basketball players have increasingly ventured into the cannabis industry, leveraging their platforms to tap into one of the fastest-growing sectors in the United States. As societal views on cannabis continue to shift, the NBA has adapted its policies, paving the way for players to participate in this industry while using their influence to normalize cannabis use.

Policy Shifts Enabling Player Participation

The NBA’s evolving stance on cannabis has been pivotal. In the 2023 collective bargaining agreement, the league removed marijuana from its list of banned substances and ended random drug testing for cannabis use. Players are now permitted to invest in cannabis businesses, provided they maintain a passive, non-controlling interest in non-CBD cannabis enterprises. However, players are still prohibited from actively promoting non-CBD cannabis products, ensuring a balanced approach to regulation. This policy shift has enabled current and former players to pursue opportunities in the cannabis space more openly.

Pioneering Players in the Cannabis Space

Several NBA stars have taken significant strides into the cannabis industry, blending business acumen with advocacy for cannabis normalization and wellness:

• Carmelo Anthony: The ten-time NBA All-Star recently entered the cannabis market with his brand, STAYME70, which debuted in 2024. STAYME70 emphasizes wellness and high-quality cannabis products, reflecting Anthony’s belief in cannabis as a tool for self-care and relaxation. The brand’s launch was highlighted by Anthony’s appearance at the MJBizCon in Las Vegas, where he discussed his vision for creating a positive impact within the cannabis community.
• Kevin Durant: Durant has been a vocal advocate for cannabis, emphasizing its role in athlete recovery. He has invested in multiple cannabis companies and partnered with Weedmaps in 2021 to destigmatize cannabis use. Durant’s advocacy highlights how cannabis can address the physical and mental demands of professional sports.
• Al Harrington: Harrington, a retired NBA player, continues to expand his cannabis brand, Viola Brands, named after his grandmother. The brand focuses on promoting diversity in the cannabis industry and is now operational in multiple states. Harrington also partnered with Allen Iverson to launch the “Iverson Collection,” further blending sports and cannabis culture.
• Chris Webber: Webber co-founded Players Only, a premium cannabis brand, while also launching a private equity fund aimed at supporting minority-owned cannabis businesses. His dual approach of business development and social impact underscores the potential of cannabis to address inequities in the industry.
• Ben Wallace: Known for his grit on the court, Wallace entered the cannabis industry with his brand, Undrafted, in partnership with Rair, a Michigan-based cannabis company. Wallace’s venture focuses on using cannabis for pain relief and stress management, addressing the wear and tear experienced by athletes.
• John Salley: The four-time NBA champion and wellness advocate launched Deuces22, a cannabis brand dedicated to high-quality products. Salley’s work aligns with his advocacy for plant-based living and holistic wellness, bringing a unique perspective to the industry.

Implications and Future Outlook

The entry of NBA players into the cannabis industry marks a significant shift in the cultural and business landscape of professional sports. These players are not only breaking barriers by participating in a once-taboo industry, but are also actively shaping public perceptions of cannabis through their platforms and ventures. As cannabis legalization continues to expand, the contributions of athletes like Carmelo Anthony, Kevin Durant, and others will likely amplify efforts to normalize and legitimize the industry.

Conclusion

The growing involvement of NBA players in the cannabis industry underscores their ability to influence and innovate beyond the basketball court. Through brands like STAYME70 and partnerships like Weedmaps, these athletes are championing cannabis as a tool for wellness, recovery, and community impact. Their efforts highlight the transformative power of sports figures in shaping industries and cultural conversations, making them trailblazers in the evolving narrative around cannabis in 2024.