NBA legend Gary Payton is making waves beyond the basketball court, and this time, he’s teaming up with Green Label Rx to launch a groundbreaking wellness brand: Greater Purpose. Set to debut at the highly anticipated Hall of Flowers event on September 20-21, this cannabis-infused wellness line promises to revolutionize recovery for athletes, professionals, and anyone leading an active lifestyle.
This project has been years in the making, evolving from Payton’s growing relationship with the cannabis industry. Interestingly, Gary Payton’s name became synonymous with cannabis long before his direct involvement, when the popular cannabis brand Cookies released a strain named after him—without his participation. According to Kenny Powerzzz, Gary Payton found out about the strain and was calling Berner (founder of Cookies) to get his share of the deal, but at the time, Berner didn’t even know who Payton was.
Now, Payton is taking control of his cannabis legacy, partnering with Green Label Rx founder Jason McKnight to create Greater Purpose. This venture marks a milestone in both wellness and innovation, offering a fusion of cannabis and recovery tools specifically designed for active individuals.
The Vision Behind Greater Purpose
Greater Purpose is designed with one primary goal in mind: to provide relief for those suffering from chronic muscle pain and physical stress, whether you’re a high-achieving professional, a busy parent, or someone recovering from a strenuous workout. Payton, known for his dedication to maintaining peak physical performance during his NBA career, is passionate about sharing the benefits of cannabis-based recovery with the world.
“I’ve been using cannabis as a recovery tool for years,” says Payton. “It’s played a key role in keeping me healthy throughout my career, and I wanted to create something that could help others like me—whether you’re an athlete or just someone dealing with everyday pain. Greater Purpose is for anyone who’s looking for premium, effective wellness products.”
The product line will feature a range of scientifically formulated topicals, such as balms and salves, designed to target chronic pain in muscles and joints. These products are crafted for individuals leading active lifestyles who need a fast-acting, natural remedy to ease the wear and tear on their bodies.
Hall of Flowers: The Official Launch
The Hall of Flowers event, known for being a major hub in the cannabis industry, will be the official launchpad for the Greater Purpose brand. Attendees of the event will get a firsthand look at the product lineup, with exclusive giveaways, live product demonstrations, and a rare opportunity to meet NBA legend Gary Payton in person.
Payton’s appearance at Hall of Flowers highlights how far cannabis has come in the world of professional sports and mainstream wellness. Athletes are no longer hesitant to embrace the benefits of cannabis, and Greater Purpose reflects that shift. The brand isn’t just for athletes—it’s for anyone looking for alternative ways to take care of their bodies, reduce pain, and improve overall wellness.
Why Cannabis-Fused Wellness Matters
Green Label Rx founder Jason McKnight sees this partnership as more than just a business opportunity—it’s a movement. The brand aims to redefine how cannabis is viewed in the wellness space, with a mission to set new standards for both quality and community involvement. As one of California’s top social-equity license providers, Green Label Rx is dedicated to giving back to communities disproportionately affected by the War on Drugs, ensuring that cannabis is accessible to all who can benefit from its medicinal properties.
“Greater Purpose is more than just a product line—it’s a movement to redefine how we think about recovery and self-care,” McKnight shares. “By partnering with someone like Gary, we’re able to reach a wider audience and help more people discover the incredible benefits of cannabis-infused wellness products.”
The Future of Wellness and Cannabis
As the cannabis industry continues to evolve, Greater Purpose stands at the forefront of innovation, merging science-backed formulations with the needs of modern consumers. Whether it’s a hard-working EMT, a busy mom, or someone looking to stay active in their later years, Greater Purpose offers an all-natural way to manage pain and maintain an active lifestyle.
The partnership between Gary Payton and Green Label Rx reflects a larger trend in the cannabis space—one that’s focused on health, wellness, and giving back. With Greater Purpose, they’re setting a new standard for what’s possible when you combine the healing properties of cannabis with a focus on recovery.
Don’t miss the launch of Greater Purpose at Hall of Flowers this September, and be part of a new chapter in wellness. For more information, visit www.greenlabelrx.com.
