California-based cannabis brand Cookies launched a unique cannabis strain named after the American basketball player and NBA legend Gary Payton. In collaboration with Powerzzz Genetics, Cookies officially licensed Gary Payton's name and image after naturally calling a flower "That Gary Payton" as a standout strain of cannabis.
According to Gary Vaynerchuk, Partner at Green Street, "It's a first for someone like Gary with such an accomplished athletic career to have their own cannabis strain and this really shows how open he is to completely new business and branding opportunities."
At Cookies retail locations in California, and soon Michigan, consumers will now be able to purchase bags of Gary Payton featuring the retired basketball player's name and likeness.
What's Driving This Trend
- Branded Cannabis Strains
- The creation of branded cannabis strains based on popular figures allows for new business and branding opportunities.
- Sports-cannabis Crossover
- Creating cannabis strains named after sports legends allows for a crossover between the sports and cannabis industries.
- Celebrity-endorsed Cannabis Strains
- The use of celebrity endorsements on cannabis strains is a disruptive innovation for the cannabis industry.
Who This Affects Most
- Cannabis
- The cannabis industry is now able to create branded strains, leading to new business and marketing opportunities.
- Sports
- The crossover between the sports and cannabis industry allows for new partnerships and marketing opportunities.
- Celebrity Endorsement
- Celebrity-endorsed cannabis strains provides opportunities for branding and marketing.
