On November 26, former world-championship boxer Mike Tyson released his cannabis line in Colorado, Tyson 2.0, to help others achieve physical and mental relief.
The co-founder and chief brand officer for the company said to CNBC, “It’s really all about the love of the medicine. I put a great deal of time in agriculture and discovering the right strain.”
Tyson chimed in, saying, “It’s become pretty complex, but the best time of my life.”
Tyson 2.0 launched the line with Columbia Care, a U.S.-based multi-state operator that runs 99 dispensaries in 16 states.
“Because of Mike Tyson’s passion for cannabis and the insight he brought to this brand through his own positive outcomes, we knew we needed to bring this product line, which has such a broad appeal, to market as quickly as possible. We’re thrilled to be able to ramp up our partnership when we did,” Jesse Channon, Columbia Care’s chief growth officer, said in a statement.
“It is also perfectly fitting that we are launching in Colorado, one of our largest markets, and look forward to leveraging our experience and scale to bring it to fruition across the country,” Channon added.
Tyson 2.0 will sell one-ounce bags of flower, which will be offered in various strains, including the famous “Maui Wowie” at varying potency priced at $89.95. He will also provide pre-rolls and 3.5-gram jars of flowers in the near future.
An ounce of cannabis is currently averaged at the price of $82 as of November, according to data from Cannabis Benchmarks.
“He’s not just putting his name on a product. We won’t put product on the market unless Mike approves,” Tyson 2.0 CEO Adam Wilks told the outlet and added that Tyson is involved in the research and development process as well.
“Mike actually gets to choose the strains that he prefers, the ‘Sour Diesel’ and ‘The Toad’ being some of his favorite strains,” Wilks said.
Tyson expressed that his longtime goal is to curate a deep connection with his fans and followers through the love of cannabis.
“My best strain is ‘Sour Diesel,’” Tyson said, “It’s a powerful connection with the buyer,” he added.
The 55-year old said he uses cannabis as a way to maintain his lifestyle, “I use it for life.”
“If I don’t use it for a week or three days, something of that capacity, I’m totally a different person. And I’m not a likable person,” he said.
The former world champion has now joined a long list of celebrities promoting cannabis or CBD lines.