Retired NFL Star Marshawn Lynch Joins Celebrity Weed Game

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Retired NFL Star Marshawn Lynch Joins Celebrity Weed Game

door miniming » vr 05 feb 2021, 05:29

Retired NFL Star Marshawn Lynch Joins Celebrity Weed Game With Dodi Brand Blunts


Willie Nelson’s got one. So do Whoopi Goldberg and Snoop Dogg. Tommy Chong is in the game with Chong’s Choice-branded weed, a challenger to Jay-Z’s Monogram brand.

You can now add Dodi Blunts to your cannabis shopping list.

That’s the business venture from retired NFL running back Marshawn Lynch, the latest entry into a rapidly legalizing—and celebrity-heavy—marijuana market.

“Dodi has always been a part of my life,” he says. “If I was going to have a marijuana company, I wanted to make sure I did it the right way.”

The company’s first product, THCa diamonds-infused blunts, will go on sale at Bay Area dispensaries next month and is made using an organically grown Zkittles marijuana strain curated by Lynch and his friends. The blunts come rolled in a palm leaf wrapper, his preferred method of smoking.

Dodi is the latest business for Lynch, who retired from the NFL for a third time after the 2019 season. His other companies include Beast Mode Apparel, a lifestyle and clothing brand he launched in 2014 during the week leading up to the Seattle Seahawks’ Super Bowl appearance against the New England Patriots. He grabbed the spotlight by famously repeating “I’m just here so I won’t get fined” 29 straight times at a media briefing before leaving the stage, having officially fulfilled his media obligations.

Lynch owns 100% of Dodi Blunts. Canadian firm 2nd and Goal provides infrastructure and operational support. Lynch says he’s more the “street team and lab rat” to find that perfect strain. Jeff Goldenberg, who is serving as the brand’s general manager and will be the one making sure Dodi complies with California’s highly regulated cannabis market, says they already have close relationships with many dispensaries and will be available in 24 to start. More products will follow, along with apparel and accessories; Dodi is targeting up to $10 million in gross sales during the first 12 months.

Legal weed in North America has been booming in recent years, with Canada the first to fully legalize recreational use in 2018. Recreational sales were $1.4 billion in 2015 and are projected to be up more than tenfold for this year in North America. Mexico is expected to fully legalize in the coming months, and at present, 15 states in the U.S. allow personal use for adults, with another 29 on board for medicinal use.

Lynch burst on the national landscape ten years ago with his epic “Beast Quake” touchdown that clinched a Seahawks overtime playoff win and triggered a fan celebration that registered on a nearby seismograph. Fans fell hard for the Skittles-loving All-Pro who shunned the media and talked about “chickens,” aka money, and “sahib,” or friend.

The 34-year-old says he’s been spoiled with having the “best dodi” living in California but has passed on previous opportunities to get in the weed business, also noting, “I would have had some complications with my employer.” The running back, who earned $57 million in salary after being drafted in 2007, has no plans to return to the field but doesn’t completely shut the door. “Don’t get it twisted, though—if the right situation came up and a Super Bowl was in reach, ya boy could still get in and run a few folks over,” he says.

He’s not the first athlete to join the marijuana gold rush. Former NFL running back Ricky Williams and retired NBA players John Salley and Al Harrington have all launched cannabis-focused businesses. Harrington invested $6 million of his money and raised another $26 million for licensed wholesaler Viola, named after his grandmother, who suffers from glaucoma and finds relief from cannabis remedies. Harrington tells Forbes he expects Viola revenue to top $30 million in 2021.

Lynch pivoted his Beast Mode Apparel business during the pandemic, becoming the first pro athlete to partner with licensed merchandise giant Fanatics to operate a standalone direct-to-consumer business. The brand’s brick-and-mortar locations in Oakland and Seattle were forced to close when Covid-19 hit, so Lynch launched a mobile shop to deliver goods in Seattle and has a new store ready to go in a building he owns in Oakland when conditions allow. Another location is under construction in the Mandalay Bay near the Las Vegas Raiders’ home, Allegiant Stadium.

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