Cannabis promotion and use in the athletic industry is on the rise
Implications - The days of North American brands avoiding cannabis at all costs are long gone, as even the athletic industry jumps to collaborate with products and campaigns within the marijuana industry. Intersecting with the imperfect but undeniable destigmatization of cannabis, this shift speaks to the evolution of the industry and the role privileged consumers have had in moving the narrative away from demonization.
Workshop Question - How can your brand alter the perception of some of its more negatively perceived, or less flashy, products/services?
Trend Themes
1. Cannabis and Athletic Industry Collaboration - As cannabis use is increasingly destigmatized, the athletic industry is embracing collaboration with the marijuana industry.
2. Cbd-infused Products for Athletic Performance and Recovery - Companies are creating CBD-infused water and other products targeting consumers interested in fitness and wellness for benefits like pain relief, anti-inflammatory properties, and improved sleep and heart health.
3. Nanocbd Technology for Enhanced Absorption - Brands like Phivida are using NanoCBD technology to create beverage lines that offer improved absorption and targeted pain relief for athletic injuries.
Industry Implications
1. Sports and Athletic Equipment - Companies can explore collaboration opportunities with cannabis and CBD-infused brands to meet the growing needs of consumers interested in fitness and wellness.
2. Food and Beverage - Brands can create CBD-infused products targeting athletic performance, recovery, and pain relief, using new technology like NanoCBD for enhanced absorption.
3. Health and Wellness - The destigmatization of cannabis and increased interest in alternative medicine and natural health remedies offer opportunities for companies in the health and wellness industry to explore new product offerings and partnerships.
