Ford Field Welcomes Primitiv Performance as Official Performance Partner

Founded by former Detroit Lions teammates Rob Sims and Pro Football Hall of Famer Calvin Johnson Jr., Primitiv Performance introduces a new era of athletic support as the first CBD-based performance product partner of Ford Field. This innovative collaboration will shine at various Ford Field events, promising an elevated experience for attendees. From pulsating concerts to thrilling competitions, and other non-Lions events.

“We are thrilled to welcome Primitiv Performance as a partner of Ford Field,” said Detroit Lions Chief Operating Officer Mike Disner. “Ford Field is committed to bringing world-class events with first-rate talent to Detroit. Founded by two individuals who have the experience of performing at a high level in our stadium, we are proud to showcase the innovative products that Primitiv Performance is bringing to the market.”

Primitiv Performance continues to leverages its founders’ experience in professional sports and has created two unique products to serve the needs of high-performance athletes including its CBD inflused electrolyte drink mix and broad-spectrum (CBD, CBG, CBC, CBN) transdermal topical cream.  Shop for these products online at

“I’ve long been an advocate of nature as a holistic way to help my body recover from the trauma it faced each day on the gridiron and knew there were many other ways to unleash the power of these products into our daily lives,” said Johnson. “Being able to partner with Ford Field where I spent my playing days as a member of the Detroit Lions makes this next chapter of my career even more special.”

“As someone who has turned to plant-based medicine as a natural pain relief remedy for the better part of 20 years, I’ve seen first-hand how it can change lives for the better,” said Sims. “Bringing Primitiv Performance home to Ford Field brings back so many great memories of my time with the Detroit Lions and is a dream come true.”

Primitiv Performance was first featured at Ford Field in December 2023 during the annual college football bowl game held at the stadium and will also remain as the official performance partner of the bowl game in 2024.