In an unprecedented move, Ford Field welcomed cannabis brand Primitiv as its official performance partner in launching Primitiv Performance a potent drink mix featuring CBD, electrolytes and vitamins as well as broad spectrum (CBD, CBG, CBC, CBN) topical cream, created by former NFL teammates Rob Sims and Football Hall of Fame inductee, Calvin Johnson Jr.
This Michigan-based venture signifies a groundbreaking collaboration within the sports and wellness industry.
Personal Mission Turned Partnership
Johnson Jr. shared his journey from using nature as a recovery tool during his NFL days to this innovative partnership.
"Partnering with Ford Field, a place that holds so many memories for me, makes this venture incredibly special," Johnson said. His and Sims' shared vision has now materialized into Primitiv Performance, introducing a holistic approach to athlete recovery and performance.
Innovative Wellness for Athletes
Primitiv Performance is at the forefront of integrating CBD into high-performance athletics. With products like an oral hydration solution and a transdermal topical cream, the company focuses on the therapeutic aspects of minor cannabinoids. These offerings aim to provide natural, non-intoxicating relief and recovery options for athletes.
Rob Sims reflects on the impact of plant-based medicine in his life.
"Bringing Primitiv Performance to Ford Field is a realization of a dream, intertwining my past with my passion for natural wellness."
Looking Forward
The partnership, which debuted at the annual college football bowl game in December 2023, promises to be a fixture in the 2024 event and beyond. This collaboration not only marks a significant milestone for Primitiv Performance but also for the Michigan cannabis ecosystem, highlighting the evolving relationship between sports, wellness and CBD.
The Future Of Cannabis Drinks At The Benzinga Cannabis Capital Conference in Florida
The cannabis industry is at a pivotal juncture, moving beyond the simplicity of high THC to a sophisticated market where the demand for specific therapeutic benefits is leading the charge.
This shift towards a more refined consumer experience is punctuated by an increasing interest in products that leverage the unique properties of cannabinoids. As these trends gain momentum, they are redefining consumption and opening up new market segments aimed at delivering targeted effects and premium experiences.
The Benzinga Cannabis Capital Conference stands out as an essential gathering for innovators eager to lead in the cannabis industry's evolution. Hosted at The Diplomat Beach Resort in Florida on April 16 and 17, 2024, this event offers entrepreneurs a chance to network, learn, and dive into the latest trends transforming cannabis.
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