A Palm Desert cannabis dispensary is turning vape sales into an unlikely pipeline for diversity in motorsports.
Royal Highness, a dispensary in Palm Desert, recently launched a new cannabis vape line with a mission beyond retail sales. Profits from the product line will help fund opportunities for young Black race car drivers trying to break into the expensive world of competitive motorsports.
The idea came from owner Kiva after watching her son begin racing several years ago. What started as a family passion quickly revealed the financial reality of the sport. Youth racing requires significant investment in equipment, travel, maintenance, and training. Those costs often place the sport out of reach for many families.
At the same time, Kiva noticed another issue when attending races. Diversity was almost nonexistent.
Among hundreds of competitors at youth racing events, only a handful of drivers were African American.
That observation became the spark behind a business idea that blends cannabis entrepreneurship with community investment.
Instead of simply selling another vape product, Royal Highness built a product line designed to fund access to motorsports.
Royal Highness Creates Cannabis Products With Purpose
The new vape line represents more than a branding exercise. It reflects a growing trend of cannabis companies connecting product launches with cultural impact.
For Royal Highness, the concept was simple. Use cannabis profits to help fund youth racing opportunities.
The dispensary pledged a portion of revenue from the vape line to support young drivers pursuing motorsports careers. The funds will help cover racing expenses such as track fees, equipment, and travel costs.
Those expenses add up quickly.
Kart racing alone can cost families thousands of dollars per season. Competitive racing leagues often require specialized equipment and extensive travel schedules.
Without financial backing, many talented young drivers never get the chance to compete.
Kiva believes that barrier has played a major role in why Black drivers remain underrepresented in motorsports.
Her goal is to help change that pipeline.
The vape line will initially help fund her son’s racing career while also creating opportunities for other young drivers who want to pursue the sport.
The effort reflects a grassroots model for supporting motorsports diversity from outside the traditional sponsorship system.
The Lack of Diversity in Motorsports
Motorsports remains one of the least diverse competitive industries in the United States.
From NASCAR to Formula racing, Black drivers have historically been rare in the sport.
Youth racing leagues often serve as the development pipeline for future professional drivers. However, those programs often require family funding or corporate sponsorships to remain competitive.
The high cost of entry limits access for many aspiring drivers.
Racing equipment, safety gear, transportation, and mechanical support can push participation costs into five figures annually.
Without sponsorship or financial backing, many families simply cannot sustain long-term participation.
As a result, the pipeline producing future professional drivers often lacks diversity from the earliest stages.
Kiva witnessed that imbalance firsthand.
Attending races with her son revealed a clear pattern. Hundreds of competitors filled the track, yet very few came from Black families.
Rather than accepting the situation, she decided to create a funding model through her cannabis business.
Cannabis and Motorsports: An Unlikely Intersection
At first glance, cannabis and youth motorsports may seem like an unusual pairing.
However, cannabis companies have increasingly embraced community-focused initiatives as the industry matures.
In recent years, many cannabis brands have funded social equity programs, community reinvestment efforts, and scholarships for entrepreneurs affected by prohibition.
Royal Highness is taking that approach in a new direction.
Instead of focusing strictly on cannabis industry participation, the dispensary is investing in opportunity within another high-cost industry.
The goal is not only to support individual drivers but also to demonstrate that alternative funding models can open doors in competitive fields.
Motorsports has historically relied on corporate sponsorships and wealthy backers. Kiva’s model introduces a grassroots version of sponsorship built through retail sales.
If successful, the approach could inspire other businesses to support diversity initiatives in unexpected sectors.
Why Supporting Black Race Car Drivers Matters
Representation in motorsports has long lagged behind other professional sports.
While figures such as Bubba Wallace have brought attention to diversity in racing, the development pipeline still faces structural barriers.
Youth racing programs often determine which drivers eventually reach professional leagues.
Without early access to training and competition, many drivers never reach the level required for professional recruitment.
That makes youth racing support essential for building long-term diversity in the sport.
Kiva’s initiative recognizes that reality.
By funding opportunities for young drivers, Royal Highness hopes to expand access to racing for families who otherwise might not have the resources to participate.
Even modest financial support can help offset costs that prevent participation.
The effort also highlights a broader cultural shift within the cannabis industry.
Entrepreneurs are increasingly using their platforms to support causes that extend beyond cannabis itself.
Industry Context: Cannabis Businesses and Community Investment
The cannabis industry has frequently promoted community reinvestment as part of its social mission.
Many legal cannabis markets were built on the promise of repairing harm from decades of criminalization.
As legalization expands, cannabis entrepreneurs are exploring different ways to give back.
Some brands focus on social equity licensing and entrepreneurship programs. Others support expungement clinics, job training initiatives, or community development projects.
Royal Highness represents another version of that model.
Instead of focusing only on cannabis-related opportunities, the dispensary is investing in access to an entirely different industry.
That approach reflects how cannabis businesses can serve as financial engines for broader cultural initiatives.
The success of this model will ultimately depend on consumer support.
If customers embrace the vape line, the program could generate ongoing funding for young drivers.
For Kiva, the mission is simple.
Create opportunities where they did not previously exist.
And help ensure that the next generation of race car drivers looks more like the communities watching from the stands.
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