NBA great Gary Payton launches new cannabis brand with B.C.-based wellness company

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B.C. Craft Supply Co. Ltd., a company focused on advancing cannabinoid and psychedelic innovation and psychotherapy, has inked a deal with NBA Hall of Famer Gary Payton to offer his new General Principle cannabis collection.

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The athletic wellness brand, General Principle, co-founded by Payton, a nine-time NBA All-Star, was launched today. The deal is between B.C. Craft Supply subsidiary Feelwell Brands Inc. and Payton’s Place LLC.

Meant for every athlete looking to their fitness and recovery programs, the collection includes performance-inspired cannabis products made of natural food ingredients, medicinal herbs and supplements, as well as premium cannabis and hemp extracts, notes a statement from B.C. Craft Supply.

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“The result is a series of functional, sports-oriented cannabis products designed to taste great, feel great and be effective,” the statement notes.

Starting in December, General Principle’s product lines will target both licensed THC markets in California and national direct-to-consumer hemp CBD markets.

Payton says he is sold on cannabis and its potential healing effects. “I believe in the power of cannabis and the tangible impact it can have on your health, particularly in terms of pain management, athletic recovery and sports trauma,” says the 52-year-old, who reports having been involved in the brand’s birth from its “unique formulations to the packaging.”

The partnership provides CRFT, one of B.C. Craft Supply’s operations, “with a robust platform to enter the sports nutrition, recovery and hydration segments,” the statement notes.

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“We have always been committed to advancing cannabinoid innovation, which is why we’re incredibly excited to launch a craft quality, purpose-driven brand with Gary Payton, someone we know consumers trust for his ambition and relatability,” says CRFT CEO Matthew Watters.

Pointing out that use and acceptance of both THC- and CBD-based products in professional sports has dramatically changed in recent years, “we have witnessed the negative effects of opioids and prescription painkillers, and recognize that athletes are looking for healthier alternatives,” notes Sorell Raino-Tsui, vice president of Feelwell Brands.

“Partnering with Gary and the Payton’s Place team is a major step in addressing cannabinoid markets in the U.S,” Raino-Tsui adds.

Payton is certainly not the first former NBA star to dip his toe into the cannabis pool. Former NBA players doing so include Matt Barnes, John Wall and Carmelo Anthony,Al Harrington, Chris Webber and Shawn Kemp.

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