From Pro Athletes to Advocates: Primitiv’s Role in Cannabis Education
Co-founded by NFL legends Calvin Johnson Jr. and Rob Sims, Primitiv’s mission has always gone beyond retail. It’s about reshaping the way people think about cannabis, especially when it comes to health, recovery, and performance. Calvin and Rob turned their firsthand experiences with the demands of pro sports into a calling: to help others understand the plant, access safe products, and feel empowered to make informed wellness choices.
By creating a trusted space for learning and conversation, Primitiv is helping remove stigma and make cannabis more approachable for everyone. In this blog, we’re following Calvin and Rob’s journey from athletes to advocates.
Roots in Wellness
Calvin Johnson Jr. and Rob Sims know the toll a career in professional football can take. Years of wear and tear, surgeries, and intense training left them all too familiar with the limitations (and dangers) of traditional pain management. Like many athletes, they were offered opioids and other prescription medications that often did more harm than good.
Their firsthand experience with injury and recovery sparked a search for safer, more sustainable alternatives. That’s where cannabis came in. After exploring its benefits for inflammation, sleep, and overall wellness, they realized this plant had serious potential for athletes and anyone else seeking relief.
Primitiv was born out of that journey and became a brand rooted in compassion, recovery, and a commitment to plant-based wellness.
Educating the Community
At our dispensaries, budtenders are trained to offer clear, helpful guidance on everything from dosing and terpene profiles to choosing the right consumption method. Every interaction is an opportunity to empower customers with knowledge, regardless of their experience level.
Outside the store, Calvin and Rob continue the conversation through community events, panels, and educational workshops. They’ve created spaces for honest dialogue about cannabis science, wellness benefits, and evolving policies.
And through Primitiv’s digital channels, they’re making this information even more accessible, helping both athletes and everyday users understand how cannabis can support a healthier lifestyle.
Industry Advocacy
As former NFL pros who experienced the limits of traditional pain management firsthand, Calvin and Rob have made it their mission to destigmatize cannabis use in professional sports and beyond. By openly sharing their stories and leading by example, they’ve helped shift the narrative around cannabis from taboo to trusted wellness tool.
Their advocacy extends beyond personal experience. Calvin and Rob actively work with athletic leagues, medical professionals, and cannabis policy groups to expand access, promote responsible use, and push for athlete-focused research.
Through efforts like supporting studies and pursuing NSF-certified products, they’re helping establish cannabis as a safe, science-backed option for recovery and performance. Their work is paving the way for a more informed, inclusive, and elevated industry.
Examples in Action
Primitiv’s commitment to cannabis education goes beyond the dispensary floor. By collaborating with major sports organizations, like the Detroit Tigers and events at Ford Field, Calvin and Rob are making plant-based wellness part of the larger athletic conversation. These partnerships aren’t about promotion for us. They’re about progress.
We also support cannabis policy reform and safe access efforts in both Michigan and Massachusetts.
From local advocacy to broader legislative conversations, Primitiv is showing up where it counts, bridging the gap between lived experience and public understanding, one conversation at a time.
Why It Matters
When respected athletes like Calvin Johnson Jr. and Rob Sims speak up about cannabis, people listen. Their honesty and leadership bring credibility to a space that’s long been misunderstood. By sharing their journey with pain, healing, and plant-based recovery, they’ve helped break down stigma and build real trust in cannabis as a wellness tool
Primitiv’s impact reaches well beyond the field. Their education-first, compassion-driven approach resonates with veterans managing chronic pain, older adults exploring alternatives to pharmaceuticals, and everyday folks curious about how cannabis might fit into their routine.
It’s about empowering people to take control of their wellness with safe, thoughtfully curated products and real, honest support.
Tearing Down Stigma With Education & Advocacy
At Primitiv, we base our mission on compassion and a deep understanding of what recovery and wellness truly mean—because we’ve lived it. Calvin Johnson Jr. and Rob Sims have turned their firsthand experiences into a platform for progress, advocating for safe access, informed use, and real conversations around cannabis.
Ready to learn more? Stop by one of our dispensaries in Niles, MI or Boston, MA to chat with our knowledgeable staff, or just explore the products at your own pace.
Prefer to start online? Head to our website for in-depth blog content, resources, and updates on how we’re moving the industry forward.
Join us in supporting cannabis education, and be a part of the movement.
The contents of this blog are intended for informational purposes only. Always seek the advice of a physician or other qualified healthcare provider with any questions you may have regarding a medical condition.
Follow @primitiv_group, @primitivgroup_niles, @primitivgroup_boston, and @primitivperformance for what we’re cooking up next!
