Retired NFL stars are no longer limiting their post-game careers to TV booths and car commercials. Increasingly, they are building cannabis companies that reflect their own histories with pain, recovery, and stigma — and inviting fans to rethink what wellness looks like after football. From flower brands rooted in sports culture to science-driven CBD lines, these athlete-led ventures are reshaping how consumers see both cannabis and the game.
One of the most visible examples is Ricky Williams, whose cannabis journey once made him a league pariah. Today, the former rushing champion has turned that story into Highsman, an athlete-focused cannabis lifestyle brand that offers premium flower, pre-rolls, and accessories alongside sports-inspired apparel. Highsman’s mission is to “bridge the gap” between cannabis and sports culture by celebrating focus, creativity, and personal wellness rather than hiding consumption in the shadows. Fans can explore strains themed around different “game states” and pick up merch at highsman.com.
In Michigan and Massachusetts, Hall of Fame wide receiver Calvin Johnson Jr. and former offensive lineman Rob Sims have built Primitiv into a vertically integrated wellness and cannabis company. Primitiv operates dispensaries and a research-driven brand dedicated to exploring the therapeutic potential of cannabis for pain, inflammation, and recovery — issues both founders know intimately from their playing days. Their Primitiv Performance line uses blends of cannabinoids like CBD, CBG, and CBN with electrolytes and vitamins to support active lifestyles, making it easy for fans and weekend athletes to bring an NFL-caliber recovery routine into their own gyms. Consumers can learn more or shop products at primitivgroup.com and primitivperformance.com.
On the West Coast, Super Bowl champion Marshawn Lynch has taken his “Beast Mode” persona into the legal market with Dodi Blunts, an Oakland-centric brand focused on high-potency, palm-leaf blunts infused with THCa diamonds. “Dodi,” slang for top-shelf cannabis, reflects both Lynch’s commitment to quality and his desire to reinvest in communities disproportionately harmed by prohibition. Limited drops, collabs, and merch help Dodi function as both a product line and a cultural platform, with more details and releases teased through dodisupply.co.
Other retired stars have leaned into CBD rather than THC. Rob Gronkowski, whose long injury history is legendary among fans, partnered with Abacus Health Products to promote CBDMEDIC, a line of topical creams and ointments for muscle and joint pain that later became part of hemp leader Charlotte’s Web. Gronk’s involvement helped normalize CBD for mainstream sports audiences, and products aimed at everyday aches and post-workout soreness are now widely available at cbd-medic.com.
Not every NFL legend needed to found a brand to change the industry. Hall of Fame quarterback Joe Montana became a high-profile investor in California operator Caliva, joining a $75 million funding round that helped the company expand its retail and product footprint. For consumers, that capital translated into more sophisticated dispensaries, better-curated menus, and stronger quality standards — all visible today at caliva.com.
Together, these ventures show how retired NFL stars are using their platforms to build real businesses, not just slap their names on packaging. For fans, these brands offer something deeper than a novelty: an invitation to explore cannabis through the lens of performance, recovery, and community impact, guided by athletes who have already put their bodies — and reputations — on the line.