With the growing acceptance of cannabidiol (CBD) use among athletes in recent years and the passage of the 2018 Farm Bill, it was only a matter of time before the Sports Illustrated name started appearing on CBD products.
Sports Illustrated brand owner Authentic Brands Group (ABG) and CBD-infused wellness product distributor Sentia Wellness have announced a partnership to develop, produce, and distribute CBD-infused Sports Illustrated and Sports Illustrated Swim-branded topical products.
Sentia Wellness Licensed Brands Division COO Amy McClintick says that with the company’s continued development of products for active and health-conscious individuals who understand that there is more to a sport than the game itself, it became apparent that Sports Illustrated was the right brand to partner with.
The first product being made available is a limited edition recovery cream that is infused with 500mg of CBD and blended with a variety of other key ingredients such as calendula, which has been shown to have anti-inflammatory and pain-reducing properties.
“Sports Illustrated has been at the forefront of sports and culture for over 65 years and is a name that resonates with the athlete and fan in all of us,” says ABG Vice Chairman Daniel Dienst. “We are excited to partner with Sentia, a leader in the wellness industry, as we continue to expand the Sports Illustrated brand and create trusted, high-quality consumer products.”
The new CBD recovery cream was available at a booth at Sports Illustrated’s annual event, The Party, which was held at the Fontainebleu in Miami Beach during the Super Bowl LIV weekend.
According to ABG, Sports Illustrated CBD products will be available at Seventh Sense mall-based kiosks near the end of February.
Following its debut, the limited edition CBD recovery cream will be given a full rollout later this year.