NBA Icon Allen Iverson partnered with Viola, a Black-owned multinational cannabis business, co-founded by former NBA player and CEO Al Harrington. ‘The Answer’ secured a multi-year partnership that spans cannabis, products and merchandise.
In March, Iverson visited Harrington’s grown in Detroit and got an in depth of the growing process. After understanding Viola’s dedication to empowering minorities in the industry, Iverson was locked in and knew this partnership was destined to happen.
“I’ve had a lot of people approach me with business opportunities but this one with Al was different. 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,” says the NBA icon.
During the Iverson 96 launch party, the CEO of Viola mentioned how ecstatic he was to partner with the NBA legend.
“Not too many people get to do collabs with icons and we all know Allen Iverson is an icon. He shaped the culture. When I came into the NBA it was super corporate, everybody had suits, nobody was being who they really were, he came in and changed the game for everybody. For me, that’s why doing this collaboration makes so much sense, because that’s what we’re trying to do for Blacks in cannabis.”
Harrington and Iverson plan to further impact the cannabis industry and keep pushing boundaries. The collaboration will feature a variety of cannabis and non-cannabis products.
In addition to the Viola partnership, Iverson is partnering with Harrington on his wellness CBD brand rePlay and they will make announcements in the future under the Harrington Wellness umbrella.
There are only 4% Black people that have ownership in the cannabis business. “That’s fucked up because 85% of cannabis companies are open because of us, that’s why right now it’s time for us to come together and pick a side,” said Harrington
Earlier this year Harrington stated he wants to help Black people make millions in the industry.
At the Iverson 96 launch party, Harrington gifted Iverson his own custom lab jacket. “Now we’re about to make a billion dollars,” said the CEO of Viola.
The first strain in the Iverson 96 collection, ‘96 calls back to 1996, the year the cultural icon, Allen Iverson, was drafted.
Iverson 96 products will be available exclusively at the cannabis dispensary Elevate in Los Angeles. It will also be available in the dispensary Jade Room in Santa Ana and Torrence.
Viola is the leading Black-owned producer and licensed wholesaler of premium cannabis products founded by former NBA player Al Harrington.