NBA Hall of Famer Gary Payton is bringing his legacy beyond the hardwood with a new venture in the cannabis industry. Payton has officially partnered with Green Label Rx, a leading force in the cannabis game, to launch Greater Purpose—a cannabis-infused wellness brand aimed at athletes, professionals, and active individuals. The brand is set to debut at the prestigious Hall of Flowers event on September 20-21.
According to Black Cannabis Magazine, this isn’t just another business move for Payton—it’s a full-circle moment. The cannabis world first got introduced to the NBA star when Cookies dropped the Gary Payton strain, a highly sought-after variety that blew up in the market without Payton’s initial involvement. The story goes that Gary Payton was calling up Berner (the founder of Cookies) to get his share of the deal, only to find out Berner didn’t even know who he was at the time. The situation, shared in a viral video by Kenny Powerzzz, added some humor to Payton’s journey into cannabis, but it didn’t stop him from getting what was rightfully his.
Now, Payton is putting his name on something even bigger. Years in the making, Greater Purpose was created to help people lead healthier lives by fusing the medicinal benefits of cannabis with innovative recovery solutions. The brand’s initial lineup includes scientifically formulated topicals like balms and salves, designed to relieve chronic muscle pain for those with active lifestyles. Whether you’re a baller trying to get your recovery right, a busy parent, or just someone looking for an all-natural remedy, Greater Purpose is bringing top-tier wellness to the game.
“I’ve been using cannabis as a recovery tool for years,” says Gary Payton. “It helped me stay at the top of my game, and now I want to share those benefits with others who are dealing with everyday pain or athletic recovery. Greater Purposeis here to deliver premium products that work.”
Jason McKnight, the founder of Green Label Rx, sees this partnership as a game-changer, not just for wellness, but for how the cannabis industry engages with social equity and community empowerment. As one of California’s top social-equity license providers, Green Label Rx is committed to giving back to communities hit hardest by the War on Drugs. For McKnight, Greater Purpose is more than just a product—it’s a movement.
“Greater Purpose isn’t just about selling products—it’s about redefining how we think about recovery and self-care,” says McKnight. “By teaming up with Gary, we’re able to offer something truly unique that merges the healing power of cannabis with the needs of today’s active lifestyle.”
The official debut of Greater Purpose will take place at Hall of Flowers, where attendees will get a first look at the product line, exclusive giveaways, live demos, and a chance to meet Gary Payton himself. With cannabis and wellness continuing to intersect in new ways, Greater Purpose is positioning itself at the forefront of a revolution in recovery and wellness solutions.
If you’re looking to tap into the next evolution of cannabis wellness, make sure to check out Greater Purpose at Hall of Flowers and visit www.greenlabelrx.com for more info.