Kush League has announced the launch of its lifestyle cannabis brand in Illinois. The start-up company focuses on combining music, art and cannabis, with a sports-centered, athletic and active lifestyle. With a theme of individual empowerment, the brand hopes to raise the spirits of its consumers as well as provide inspiration for personal achievement and self-validation.
Company Co-Founder and CEO, Alex Al-Sabah, has been involved in the legalized cannabis industry since 2002 as a cultivator in California. Later, he started a real estate business that took him to Chicago. He was also part of the team that created one of the largest ancillary businesses in Cannabis, which included a successful IPO in 2015.
“Being immersed in the early stages of legalization helped guide my vision,” Al-Sabah said. “It has always been my dream to combine sports and cannabis, as both played a huge role in my life. Sports kept me out of trouble and provided discipline, as well as a full college education. Cannabis, while heavily stigmatized amongst athletes, has provided me with better benefits than any prescribed medication,” he added. “The Kush League brand represents those positive attributes.”
Al-Sabah feels the timing is right as cannabis use among athletes is becoming more acceptable. Many athletes are living examples of how to blend sports and cannabis into a positive, goal-oriented lifestyle. He cites individuals such as Sha’Carri Richardson, Kevin Durant and Brittney Griner as people who have achieved at the highest level.
“Our goal is to become a market-leading sports-inspired cannabis brand that services a wide range of consumers and active lifestyle enthusiasts,” said Al-Sabah.
The company will be launching a line of cannabis products, including unique strains of flowers and pre-rolls; a variety of healthful edibles; and innovative cannabinoid infused topicals for muscle relief and relaxation; as well as beverages and other products in the future.
Kush League will also be launching a line of apparel, which will include a series of limited-addition and artist-created designs.
The brand will be officially unveiled in Chicago at the KVL International Flower Ball on Nov. 5, 2022.