Gary Payton is back in the game. But this time, the Hall of Fame NBA point guard isn’t dishing assists on the basketball court; instead, he’s partnering with Green Label Rx to bring Greater Purpose, a cannabis-infused wellness brand, to market. The brand is set to debut at Hall of Flowers, a cannabis industry expo, on Sept. 20-21 in Santa Rosa, California.

Payton, known for his fiery defense and unstoppable presence on the court, is now using that same energy to advocate for the healing potential of cannabis. He's not alone in this venture, joining a growing roster of former NBA players who have embraced cannabis as part of their post-sports careers.

“With maintaining peak physical performance throughout my career, it became important for me to share the benefits of cannabis-based recovery and offer top-tier wellness products for those living active lifestyles,” said Payton.

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A New Era for Athlete Recovery

Greater Purpose, created in collaboration with Green Label Rx founder Jason McKnight, focuses on the growing intersection of cannabis and recovery. Payton’s vision is to address the needs of athletes and everyday people alike, those who grind through workdays, parenting or physical challenges and need a natural way to recover.

The brand's line of topicals, including balms and salves, is designed to relieve muscle pain and promote recovery without the heavy side effects of traditional pain relievers.

“Greater Purpose is more than just a product line – it's a movement to redefine how we think about recovery and self-care,” said McKnight.

Cannabis And Athletes: A Growing Trend

Payton is joining a growing list of former athletes, including fellow NBA stars like Al Harrington and his Viola brand, or Chris Webber, who co-founded a multi-million cannabis equity fund. Former NFL players like Calvin Johnson and Rob Gronkowski have also ventured into cannabis, touting its therapeutic benefits for athletes.

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Photo of Gary Payton courtesy of Green Label Rx, edited by Benzinga.

This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.