Cannabidiol or CBD has been at the heart of the cannabis revolution. The hemp extract is one of the over 100 cannabinoids found in hemp, and it doesn’t get users intoxicated. That honor belongs solely to THC (delta-9 tetrahydrocannabinol), the main psychoactive agent in marijuana. CBD, on the other hand, outshines THC in an entirely different way.
Over the years, anecdotal evidence has surfaced painting the compound as an astonishingly potent medicine. It has proven effective against tons of medical conditions such as insomnia, chronic pain, and high blood pressure. Last year, the U.S. Food and Drug Administration (FDA) even approved a CBD based drug to treat seizures in rare and hard to manage pediatric epilepsies.
Naturally, a product this versatile pulled plenty of investors, each looking to capitalize on the massive demand for CBD. Since there hasn’t been plenty of research, CBD companies have taken to using brand ambassadors to help demystify their products. One of the emerging trends has been the use of athletes as brand ambassadors
“I’ve never seen a market explosion like what we’re seeing around wellness. It’s hit the world by storm,” says Tim Gordon, founder of Colorado-based CBD maker Functional Remedies.
His company created an EndoSport line specifically for athletes, with an entire division devoted to top pro golfers. The line is run by former pro golfer Steve Patterson. All in all, the company has lined up about 60 professional athletes to endorse its products. Functional Remedies is only one of the many CBD companies that are turning to professional athletes.
Colorado-based CBD company Pure Spectrum was founded by a former college basketball player, kickboxer and mixed martial artists fighter Brady Bell in 2015. He wanted to create a product for athletes who took CBD for therapeutic reasons but couldn’t risk testing positive for THC.
Right from the start, he built a relationship with the USA Triathlon (USAT), and in 2019, the governing body finally endorsed Pure Spectrum’s products. “We went through very rigorous testing protocols that almost took a year to conduct. After many meetings and discussion points, we were selected to be their partner. This relationship is a huge win for the entire industry,” he says.
Brady says that there are currently more than 150 athletes endorsing his products as brand ambassadors. “They know if they take our products, they’re not going to flunk a drug test. We’ve invested a lot of money in a purification process to ensure THC levels are 0.0 every time. We benefit them. If they’re recovering quicker, sleeping better and performing better, that’s a better ROI for everyone.”
Experts see sports as the next arena of growth for the CBD industry and they wonder what the research and development (R&D) teams at Lexaria Bioscience Corp. (CSE: LXX) (OTCQX: LXRP) and SinglePoint Inc. (OTCQB: SING) have in mind for athletes.
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