Allen Iverson and Viola Brands form an epic partnership

Allen Iverson and Viola Brands are working together to release exclusive strains and merchandise in different markets and we are excited.

As a black-owned brand, Viola is dedicated to building justice and improving the human rights status in cannabis. With the help of NBA Hall of Fame legend Allen Iverson, through the partnership, they will be able to spread the message that legal cannabis is for everyone and that prisoners, especially those of color, should not be behind bars while others freely benefit from it from cannabis legalization.

Viola was founded by CEO Al Harrington and, according to the brand’s press release, will “create an industry-leading and scalable collaboration across product lines and markets”. As an NBA legend himself, Harrington is interested in how star power in the basketball world can help influence black politics and interests in the cannabis world and elsewhere. Partnering with Iverson is the next natural step for the strong and inclusive brand.

Photo courtesy Viola

For this historic pairing, Iverson and Harrington met at the viola grower in Detroit to tour the facility. Despite his CEO status and influence in the industry, Harrington is still the main breeder of Viola. He made sure Iverson gets the full tour and understands the power and attention to detail that Viola values ​​in his prime.

Viola strives to increase minority participation in the industry. Currently, minority ownership makes up only four percent of the cannabis industry, while blacks and other POCs are still behind bars for distributing, or even owning, cannabis. The goal of Viola and other like-minded companies is to increase minority stake and ownership.

“I’ve had a lot of people approach me with business opportunities, but this one with Al was different,” Iverson said. “After seeing his dedication to this business and showing me how useful the plant is, it just felt right. I am happy to be a part of it. Together we will change the game. ”

Allen Iverson brings partnership and community to the table

This partnership will bring both cannabis and non-cannabis products to market. The Iverson Collection will be an exclusive range of strains that will hit the viola markets very soon. In October, the brand will launch the first variety in California, sold exclusively at Elevate and Jade Room.

“Just as Allen influenced culture, so will we continue to influence the cannabis industry,” said Al Harrington, CEO of Viola. “We will continue to cross borders. I am honored to have everyone on board. We want to continue to inspire and encourage people of color to participate in the cannabis field. ”

In addition to this partnership, Iverson and Harrington also work together at Harrington’s wellness CBD company rePlay. Soon there will be further announcements about the special features of this partnership and what the two will bring to the table again.

Viola as an industry leader

“Viola is the leading producer and licensed wholesaler of premium black-owned cannabis products with a purpose,” said the brand’s statement, according to a press release submitted with the announcement.

“Established in 2011, NBA veteran Al Harrington was inspired to launch the brand by his grandmother Viola, who suffers from glaucoma and diabetes and found solace in cannabis drugs,” it says. “The brand integrates the latest cutting edge technology with its own proprietary processes developed for each stage of cultivation, extraction and production. Viola is known for its wide range of products, from high quality flowers to premium butane extracts. From regulation to representation and reform, Viola’s mission is to create opportunities for colored communities in the cannabis industry. “