Primitiv Boston: A New Cannabis Dispensary Focused on Wellness

Primitiv, the cannabis company founded by former NFL teammates Rob Sims and Calvin Johnson Jr., is set to open a wellness-focused cannabis dispensary in Boston’s Waterfront District. Primitiv Boston is a collaboration with the team’s former Detroit Lions teammate and Boston College alumnus Gosder Cherilus, along with his partners at High Street Cannabis. The trio will appear at the FoHSE booth as part of NECANN Boston on Friday, March 10th, to discuss Primitiv Boston and the launch of their CBD-focused product line Primitiv Performance.

A Personalized Approach to Customer Service

Primitiv Boston is taking a customer-service first approach to how they interact with their guests. As Cherilus said, “We want to take the time to get to know our guests and help them find the right type of medicine they are looking for depending on their specific needs, as this is truly a wellness brand.” This personalized approach sets Primitiv Boston apart from other dispensaries and reflects the team’s belief in the holistic properties of cannabis as an all-natural, plant-based option for pain relief.

Primitiv’s Founding Principles

For Johnson and Sims, launching Primitiv was always about more than just a retail opportunity. The two have been advocating for the elevated wellness properties of cannabis for years. As professional football players, they understand the pain and stress that comes with the sport. They wanted a more holistic approach to their pain management and saw cannabis as a viable option. “We believe in the holistic properties of cannabis as an all-natural, plant-based option not just for athletes, but for anyone looking for relief,” Sims said.

The Launch of Primitiv Performance

Primitiv introduced its cannabis products into Michigan-based dispensaries in 2021 and opened its flagship cannabis dispensary in Niles, Michigan, in early 2022. In February, they launched their nano CBD product line, Primitiv Performance. “We’ve just scratched the surface in our innovation process and hope to have more exciting announcements later this year,” Sims said. Primitiv Performance is the first of many products that the team plans to launch in the coming years.

Collaborating with Former Teammates

The collaboration between Johnson, Sims, and Cherilus has been years in the making. As Johnson said, “Rob and I have known Gosder Cherilus since our days in the league as members of the Detroit Lions, and we’ve been brothers-in-arms ever since. Being able to collaborate on this new Boston-based dispensary with Gos and his group is special for us.” The trio’s partnership with FoHSE, a leading manufacturer of high-performance LED grow lights designed for cannabis cultivation, further highlights their dedication to providing high-quality cannabis products.