Former Celtics forward Paul Pierce recently visited Boston to promote his upcoming cannabis line, “Truth Number 34.”
Named after his old jersey number and popular nickname, the new line will launch in Massachusetts in early 2022, and will include edibles, concentrates, and cannabis lotions.
Another Athletes Joins the Green Wave
The move marks the most recent in a growing trend that pairs NBA players and professional athletes with companies within the cannabis industry. These athletes are using their status and recognition to highlight cannabis-related issues, or promote THC-driven brands.
Just last month NBA superstar Kevin Durant partnered with Leafly to create a pro-cannabis campaign centered around destigmatizing cannabis use in sports.
Pierce claims he hopes to do something similar with his new brand. He has been a staunch cannabis advocate since the early 2000s after a brutal nightclub stabbing nearly killed him. Pierce underwent emergency surgery and eventually made a full return to the NBA, but suffered psychologically for years as a result of the attack.
In fact, he credits cannabis for saving his career. He claims to have used it frequently during recovery despite the NBA league ban on THC products.
“I was dealing with a lot of depression and anxiety and sleep issues—a lot,” Pierce said in an interview with the Boston Globe. “So I really leaned more on cannabis. But it was difficult, man.”
Pierce said the team-prescribed prescription medications were not effective at treating his PTSD symptoms, and cannabis was his only option. He continued to use cannabis products throughout the season, despite the potential violations.
The NBA has since removed testing for cannabis from its protocols. This change occurred during the 2020 season, and is expected to become permanent before the end of the year.
Quiet Cannabis Participant
This will not be the future Hall of Famer’s first brush with the cannabis industry. Pierce has inconspicuously been the co-owner of “Western Green Mamba” for many years. The California-based cultivation and processing company offers high-end products to retailers and distributors.
Like that venture, Pierce plans to throw everything into making Truth 34 the best option in the state.
The cannabis company behind the partnership, The Hub Craft, has also signed deals with former NBA star Gary Peyton and actress Whoopi Goldberg.
This star power should only accelerate the permeation of cannabis culture into the mainstream. Already an increasing number of states around the country are jumping aboard the cannabis boom.
Even states who have long been resistant to cannabis programs are beginning to see the potential benefits.
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