Sports Illustrated is on a strange trip so nothing is really surprising at this point, but imagine telling a buddy a few years ago that the organization would be getting into the CBD game. And yet, here we are. That's exactly what's happening.
“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,” said Daniel W. Dienst, vice chairman at ABG. “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.”
It's obviously possible to do two things at once but this move feels like the lawyer visiting Jurassic Park who can't wait to slap a logo on a lunch box, mass produce them, and watch the money roll in.
It’s stressful being a legacy brand in the publishing world.
After a bumpy two years, the iconic publication is seeking new revenue streams
Per a press release (and via a story in The Big Lead), SI‘s owners Authentic Brands Group (ABG) just announced a partnership with the CBD brand Sentia Wellness (the “world’s largest producer of CBD nutraceuticals”). The collaboration will see the release of Sports Illustrated and Sports Illustrated Swim-branded CBD-infused topicals, including a Recovery Cream rolling out this weekend.
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