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NBA icon Gary Payton launches new brand with B.C. Craft Supply

NBA All-Star and sports icon, Gary Payton, is launching his own athletic wellness brand in partnership with Feelwell Brands, a subsidiary of B.C. Craft Supply Co. Ltd.

General Principle will feature “performance-inspired” cannabis products for sports nutrition, recovery, and hydration segments.

“As an ex-pro athlete over the age of 50, I was inspired to create a line of products that every athlete can use as part of their fitness and recovery programs, and be confident in the results,” said Gary Payton. “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.”

The products will launch under the federal regulations of the state of California and products will be sold in the U.S. starting December 2021.

“The use and acceptance of both THC and CBD-based products in the professional sports landscape have dramatically changed in recent years and will continue to do so,” says 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 United States, and we can’t wait to share more details on the launch of General Principle very soon.”