# Cannabis-Infused Athletic Beverages Phivida and Athletes for Care Formed an Exclusive Partnership By Ell Smith | Published 2018-03-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/phivida References: [bevnet](https://www.bevnet.com/news/2018/phivida-partners-athletes-care) & [athletesforcare.org](https://athletesforcare.org/) Sports stars are prone to injury and pain and to support them, Athletes for Care has formed an exclusive partnership with Phivida - a cannabis-infused beverage line that's dedicated to efficient and targeted pain relief. Phivida's line of beverages include [infused juices and teas](https://www.trendhunter.com/trends/not-beer-vibed) which have been thoughtfully crafted to reflect the needs of various athletic injuries. To achieve this, the brand uses a unique process called NanoCBD, which "allows the oil, vitamins and minerals to be completely soluble and absorbed in your body up to 10X better than other oils." The new partnership involves both brands collaborating in the research, advocacy and retailing of [cannabis-infused beverages](https://www.trendhunter.com/trends/parade-punch-recovery-thc-seltzer) to offer a healthier alternative to amateur and professional athletes who require pain relief. Image Credit: [Phivida](https://www.phivida.com/hemp.php) ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 51% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Cannabis-infused Beverages for Athletic Recovery:** The sports industry can explore the emerging market of cannabis-infused beverages to provide targeted pain relief for athletes. - **Nanocbd Infused Products:** There is an opportunity for the pharmaceutical industry to develop new products with the unique process of NanoCBD for better absorption and effectiveness. - **Partnerships Between Cannabis and Sports Brands:** More partnerships between cannabis and sports brands can be explored to offer healthier alternatives for pain management in the athletic industry. ### Sectors Adopting This - **Sports Industry:** The sports industry can benefit from offering cannabis-infused beverages to athletes for targeted pain relief. - **Pharmaceutical Industry:** The pharmaceutical industry can explore opportunities to develop new products incorporating the unique process of NanoCBD for better absorption and effectiveness. - **Cannabis Industry:** More partnerships can be explored between cannabis and sports brands for the advocacy and retailing of cannabis-infused beverages. ## Related on Trend Hunter - [CBD-Infused Recovery Drinks](https://www.trendhunter.com/trends/lifted-blends.md) - [Athlete-Created Recovery Creams](https://www.trendhunter.com/trends/primitiv-performance.md) - [Calming Sports Recovery Drinks](https://www.trendhunter.com/trends/recovery-sports-drink.md) - [High-Performance Energy Gummies](https://www.trendhunter.com/trends/high-performance-energy-gummies.md) - [Replenishing CBD Sports Beverages](https://www.trendhunter.com/trends/rhythm-sport.md) - [Frisbee-Focused Cannabis Partnerships](https://www.trendhunter.com/trends/ultimate-frisbee-association.md) - [CBD Beverage Sports Partnerships](https://www.trendhunter.com/trends/day-one-beverages.md) - [Cannabis-Sponsored Sports Leagues](https://www.trendhunter.com/trends/karate-combat.md) - [Fruity Cannabis Hydration Drinks](https://www.trendhunter.com/trends/vibations-1.md)