Boxing legend, entrepreneur and celebrity stoner Mike Tyson is partnering with multi-state operator Columbia Care Inc. (NEO: CCHW) (CSE: CCHW) (OTC:CCHWF) (FSE: 3LP) to launch a new cannabis brand.
Tyson 2.0 will be produced by Columbia Care, distributed through the company’s 99-store dispensary network in 18 states and wholesaled by the firm to other retailers.
A release date for the products has not yet been specified.
According to a statement, the brand will be lead by Adam Wilks, former CEO of multi-state weed retail chain One Plant, and former COO of venture capital firm Sol Global.
Chad Bronstein will serve as chairman. He’s currently the founder and CEO of Fyllo, a provider of marketing and compliance solutions technology.
Tyson and Bronstein were introduced by Azim Spicer, Tyson 2.0’s head of business development, when Tyson made an investment in psychedelic healthcare company, Wesana, where Bronstein is co-founder and executive chairman.
The company has completed a seed round led by Sol Global, K2, Ambria and Arcadian Capital, which according to Forbes is worth US$7 million. The company says will be used to solidify cultivation agreements, develop proprietary strains and build a national sales team to bring the brand to legal markets.
Cannabis has always played an important role in his life, Tyson explains in the statement.
“My vision for Tyson 2.0 is to make high-quality cannabis products available to consumers at various price points. With Adam and Chad’s leadership, I am confident that the Tyson brand of products will exceed market expectations,” he continues. “Cannabis has changed me for the good both mentally and physically, and I want to share that gift with others who are also seeking relief.”
“With Columbia Care in our corner, we will reach so many people and deliver the high-quality cannabis products they’ve been searching for.”
Tyson has made previous moves in the cannabis space. In 2018, he announced his company Tyson Ranch on a 40-acre lot in California.
He also hosts a podcast called Hotboxin’ with Mike Tyson, where he talks to other celebrities and sometimes lights up with them.
Celebrity sponsorship is one of the most effective ways to build immediate brand recognition, notes Jesse Channon, chief growth officer at Columbia Care.
“Influencers have driven some of the most successful brands, from sneakers to alcohol and now cannabis,” he says. “Mike Tyson is creating a completely different and authentic experience, and has positioned himself as a true ambassador for cannabis products.”