Former NFL running back Ricky Williams and Canadian screen actor and writer Seth Rogen are pursuing fresh efforts in the cannabis space, as celebrities leverage their fame to launch marijuana-themed businesses, with mixed results thus far.
Others have made much more headway. The Cookies line of marijuana and clothing by rapper/entrepreneur Berner, or the Viola cannabis brands from NBA veterans Allen Iverson and Al Harrington, have managed to generate a positive buzz in the industry. Michael “Mikey” Mohr, co-founder and CEO of Houseplant, said the company doesn’t consider itself a celebrity brand because it isn’t about slapping Rogen’s name on someone else’s product.
In California, Houseplant plans to team up with a network of growers to launch a line of pre-rolled joints. The company will square off against at least one other celebrity line, namely Jay-Z’s high-end cannabis brand, Monogram. Eric Hammond, CEO of Highsman, said the company is seeking $1.5 million in seed capital and has been bootstrapped by private investors up to this point. After it raises its initial seed round, Highsman plans to seek private investors for a Series A venture round next year.
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