Never mind what doctors say, go with the jocks: celebrity endorsements are the next big thing for cannabis-related products, and pro athletes are leading the way, notes the Guardian. In fact some are even getting into the cannabiz themselves, lending their names to products intended to help athletes (including the less famous kind) to relax and recover after strenuous exertion.
The big favorite is CBD, a supplement derived from cannabidiol, a natural compound from the cannabis plant which supposedly delivers some of the aforementioned benefits of the plant without any THC, the psychoactive compound responsible for its psychedelic effects (e.g. reliving the entire plot arc of “Game of Thrones” as a minor character in one night).
British athletes are endorsing CBD with gusto: George Kruis and Dominic Day, rugby players with The Saracens, have launched their own CBD brand, fourfivecbd, after Day discovered its potency as a sleep and recovery aid after big matches. Day tipped off Kruis who was soon using it as well.
Day relates: “The reason we use it is because it’s natural and organic, and the alternative is prescription medication.”
Make no mistake, this is big business: one forecast has the U.S. CBD market reaching $22 billion by 2022.