Retired NBA super legend Allen Iverson is teaming up with Viola Brands for an exclusive strain and merchandise partnership that is set to shake the industry. Viola, which is a Black-owned business, has a mission to elevate equity and improve human rights when it comes to cannabis. Founded by CEO Al Harrington, who is also an NBA legend, Viola’s purpose is to create, “industry-leading and scalable collaboration across product lines and markets.” It looks like they will be doing just that with Iverson.
The partnership will also connect Harrington and Iverson on the former’s CBD business as well, rePlay. Although Harrington is the CEO of both brands, he also works as the head grower. Together with Iverson, Harrington plans to create beautiful strains.
“I’ve had a lot of people approach me with business opportunities, but this one with Al was different,” Iverson stated of the partnership. “After seeing how devoted he is to this business, and him educating me on how beneficial the plant is, it just felt right. I’m excited to be a part of it. Together, we’re going to change the game.”
“In the same way Allen impacted the culture, we’re going to continue to impact the cannabis industry,” added Viola CEO, Al Harrington. “We’re going to keep pushing boundaries. I’m honored to have Allen on board. We want to continue to inspire others and encourage people of color to participate in the cannabis space.”
According to a press release from the brand, Viola was founded in 2011 by Harrington. The statement goes on to state that he was, “was inspired to launch the brand by his grandmother, Viola, who suffers from glaucoma and diabetes and found solace in cannabis remedies.”