This year has seen an influx of celebs getting into the cannabis business one way or another, whether it’s collaborating on a line of products, starting a company targeted to athletes, or simply investing in a growing market.
Being a celebrity comes with a host of perks, including (for some) the option of choosing which products you want to endorse. And for many celebrities, their product of choice is cannabis.
2019 has seen an influx of notables getting into the business one way or another, whether it’s collaborating on a line of CBD products, starting a company targeted to athletes, or simply investing in a growing market.
Here are 7 celebrities who have recently attached their names to the cannabis industry.
Rachael and Megan Rapinoe
World Cup-winning soccer superstar Megan Rapinoe and her twin sister, Rachael, both of whom were star soccer players at the University of Portland, have launched a CBD brand called Mendi. The Portland company is focused on something close to the sisters’ hearts: providing athletes with an option for pain and recovery treatment. Mendi soft-launched online in August and, speaking to Willamette Week, Rachael says she personally takes 25 milligrams of CBD “probably two or three times a day, every day. I have for the past three years. It’s always in my system.”
The comedienne and known marijuana enthusiast has her own line of cannabis in the works, in conjunction with NorCal Cannabis.
“NorCal Cannabis has developed a suite of brands, a mix of in-house brands and partnerships with influential figures in the space. Each brand will seek to address a specific demographic, as defined by one of the largest cannabis consumers surveys conducted to date.”
In addition to those new brands, NorCal is also collaborating on a brand with Handler, which will target the needs of female marijuana consumers, and will be curated by Handler herself.
The singer just announced a partnership with PLUS Products, which currently holds the two top spots in California’s list of best-selling THC edibles. However, Legend will be partnering with the company’s line of 100% hemp CBD products. Says Legend:
“I have been a believer in the benefits of CBD for some time. I was drawn to the PLUS team because they’re an innovative, family-run company, and they use science to deliver a consistent, high-quality product. I appreciate that they’re committed to setting a high standard within an industry that has to date been fairly unregulated.”
In July it was announced that the media mogul would be joining the California cannabis company Caliva as chief brand strategist. By way of statement, Caliva said that Jay-Z will be focusing on social justice issues surrounding marijuana legalization, including the “economic participation of citizens returning from incarceration—many of who are not seeing the monetary benefits of legalization—through advocacy, job training, and overall employee and workforce development.”
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Jay-Z announced that he's entered into a multiyear deal with San Jose-based weed company Caliva. Hov will be acting as the Chief Brand Strategist, with duties consisting of "driving creative direction, outreach efforts and strategy for the brand." The Brooklyn rapper-turned-entrepreneur also said he "wants to increase the economic participation of people returning from incarceration through job training and workforce development." Hov went from the Roc to the tree! What do you think about this partnership?
Jay-Z actually sought out Caliva as a potential business partner, saying, “With all the potential in the cannabis industry, Caliva’s expertise and ethos makes them the best partner for this endeavor. We want to create something amazing, have fun in the process, do good and bring people along the way.”
Back in January, before Jay-Z announced his partnership with Caliva known, four-time Super Bowl champ Joe Montana announced his venture firm would invest $75 million in the company. As The Fresh Toast reported at the time, the money “will be used to flesh out a vertically integrated company, including a farm, retail store, delivery center, and more.”
Montana told the Associated Press his firm was investing in an industry he believes “can provide relief to many people and can make a serious impact on opioid use or addiction.”
The retired quarterback hasn’t publicly said if he uses marijuana, but he has invested in the marijuana industry before. In 2017, according to the AP, he took part in a $4.1 million investment in Herb, which produces and distributes marijuana-related news and entertainment.
The Madden Brothers
Joel and Benji Madden (Good Charlotte) and their older brother Josh (who is an accomplished DJ in his own right) have recently announced their partnership with cannabis holding company Future State Brands.
The company, which is led by PRØHBTD CEO and Founder Drake Sutton-Shearer, has a growing portfolio of THC, hemp, and CBD brands that includes: hemp beauty line Hempathy; functional beverage platform Ceeby Dee’s; art-centric infused wearables The Patch Co.; and music-driven flower brand Heavy Grass.
“As partners with Drake and the team at PRØHBTD for the past couple of years, we look forward to the continuation of our work together at Future State Brands by providing our insights and hands-on experience across the pop and sub-culture spectrums,” said Joel, Benji and Josh Madden.
Not one to shy away from the stoner stereotype, Rogen, along with his buddy and creative partner Evan Goldberg (who executive produced Pineapple Express), teamed up to create Houseplant in collaboration with Canopy Growth. Described as an “elevated Canadian cannabis company,” Houseplant launched in March and is the self-described result of years of experience and dedication.
“Houseplant is a passion we’ve brought to life through drive and dedication,” Rogen said in a statement. Every decision we’ve made for the business reflects the years of education, first-hand experience and respect we have for cannabis.”
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“We are so proud to be launching in Canada, our home,” said Goldberg. “After spending five years diligently preparing for the launch of this company, we’re excited to be able to share our passion for cannabis with Canadians in this way.”
Houseplant Sativa was the company’s first strain, which was released (in Canada) in April.