NBA’s Carmelo Anthony enters new arena with cannabis brand

Carmelo Anthony wants to redefine celebrity brands in the cannabis industry.

The former professional basketball player has defied expectations throughout his career, from being chosen the NCAA Final Four’s Most Outstanding Player at age 19 to becoming one of the most dynamic scorers in the NBA, where his versatility on the court was always on display.

And while Anthony’s 19-year pro career – which included 10 NBA All-Star selections and three Olympic gold medals – will likely lead to a first-ballot induction to the Naismith Basketball Hall of Fame, today he’s building a new legacy in the cannabis industry.

Anthony launched the Grand National Agency with CEO Jesce Horton and co-founder Brandon Drew Jordan Pierce to improve community engagement and cultural inclusivity while helping new operators and smaller cannabis brands enter strategic markets.

Horton, a licensed marijuana cultivator in Portland, Oregon, co-founded the Minority Cannabis Business Association in 2015.

“It’s about being intentional with our growth and making sure we’re creating opportunities for others,” Anthony told MJBizDaily in a recent interview.

The NBA legend and cannabis entrepreneur, who will be a headline speaker at MJBizCon on Dec. 4 at the Las Vegas Convention Center, addressed several other topics and initiatives with MJBizDaily, including the launch of his brand, the importance of cultural ties and life after basketball.

What has been your journey with cannabis?

It’s evolved over time, but I have always been curious about the science behind cannabis.

Over the years, I found myself studying and researching the many potential benefits that cannabis can offer.

It’s opened my eyes to the different ways people approach their health and how cannabis can be part of that conversation.

There’s still sometimes a stigma surrounding cannabis, but I’ve always been about educating myself and those around me.

I believe as more people become informed, we can reshape that narrative and open up more discussions about health and well-being.

What is your role with Grand National and goals for the company?

With Grand National, we set out to create something impactful by blending the different expertise of Brandon, Jesce and myself.

One of my main priorities is to push for authenticity and to make sure we’re not just another brand, but one that’s rooted in quality, education and community engagement.

I spend a lot of time with our team discussing product development, marketing approaches and how we can use Grand National as a platform for social equity initiatives.

It’s about being intentional with our growth and making sure we’re creating opportunities for others.

Collaborating with Jesce and Brandon has been an incredible experience; each of us brings unique skills to the table, and it’s been fulfilling to learn from one another.

What diversity and inclusion initiatives are you championing in the industry?

We created Grand National to empower cannabis companies who share our same passion for culture, cultivation and community.

With our first brand under the agency, StayMe7o Cannabis, we partnered with Black-owned dispensaries in Oregon to carry the inaugural launch products. (The company’s name stems from Anthony’s “Melo” nickname and the No. 7 he wore for nine of his NBA seasons.)

Promoting inclusion and diversity in the cannabis industry is something I’m passionate about, especially knowing how historically marginalized communities have been affected by cannabis laws.

Supporting Black-owned business is a core value for us, and we’re committed to ensuring they thrive and are well-represented in the industry.

Why is this venture important to you, and why did you decide to join one of the country’s most challenging industries?

I chose to enter this industry because I ultimately wanted to leverage my platform to create more opportunities and lower the barriers of entry for communities of color.

Since launching our brand and agency, our commitment to promoting inclusivity and diversity is a throughline in everything we do.

We are focused on creating opportunities for people of color to enter and excel in the cannabis industry, whether through entrepreneurship, employment or education.

There’s also been a long history of Black entrepreneurs being penalized for cannabis.

Now that cannabis is becoming legal in more places, it’s essential for us to provide a platform where they are uplifted and supported.

That’s why we partnered with NuProject, which focuses on building generational wealth through the legal cannabis industry, specifically for black and brown communities most impacted by cannabis criminalization.

Our goal is to uplift these communities and ensure they have a fair shot in this rapidly growing industry.

Tickets to attend Carmelo Anthony’s headline speaking engagement at MJBizCon are available here.

Chris Casacchia can be reached at ch*************@mj********.com.