Michigan-based cannabis brand Primitiv Performance, founded by former Detroit Lions teammates Rob Sims and 2021 Pro Football Hall of Fame inductee Calvin Johnson Jr., announced a new collaboration with the Detroit Tigers. The new deal would make Primitiv the club's official CBD topical partner.

The new partnership will be highlighted throughout the 2024 season at Comerica Park via in-stadium messaging, programming, activations, and special appearances by Johnson and Sims.

Johnson Jr., who played nine seasons with the Detroit Lions, praised the new collaboration.

"Seeing our product as the Detroit Tigers official CBD topical partner is an incredible honor and speaks volumes about the forward-thinking nature of the organization," he said.

The move follows Ford Field welcoming Primitiv as its official performance partner in launching Primitiv Performance a potent drink mix featuring CBD, electrolytes and vitamins as well as broad-spectrum transdermal topical cream.

Primitiv's topical is created to serve the needs of high-performance athletes by isolating minor cannabinoids (CBD, CBG, CBC, CNB) to address sports-related injuries, or chronic pain. The topical contains no THC or intoxicating effects.

Moreover, the topical cream recently received NSF's global Certified for Sport designation, making it eligible for sponsorship with the Tigers through Major League Baseball.

"Our topical cream was formulated based on our experience dealing with daily pain as professional athletes and what we have learned about plant-based medicine over the past several years," Sims said. "Because it does not contain any THC, it allows us a greater opportunity to help people throughout the country battle inflammation and chronic pain."

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See also: Huge Study Reveals Cannabis Provides Similar Pain Relief Benefits As Opioids Without Negative Consequences