When you think tough hard-knock football players, Jake Plummer is a name that may come to mind. The ex-NFL player made a career out of getting up after hit after hit, brushing himself off and getting back in the huddle. A decade in the NFL tore both of his hip labrums and left him with chronic pain joining over a third of the U.S. population. The American Medical Association recently published an article implying that the root of the opioid epidemic is the chronic pain many Americans are contending with and that neither acetaminophen nor hard prescription drugs are able to manage the issue. Jake Plummer and many other professional and amateur athletes did not need that report to know the truth of it.
There are a growing number of athletes openly pushing for cannabis alternatives. Athletes For Care, Inc., a non-profit organization focused on raising awareness for athletes around the world about managing mental health, addiction and chronic pain is one such group. Many well known athletes are members including Jake Plummer, and they are close to forming a partnership with Phivida Holdings Inc. (CSE: VIDA; OTCPK: PHVAF) a CBD manufacturer based out of Vancouver Canada.
Phivida Holdings Inc. is still a young company as you can see by the above chart. It formed in 2015 and manufactures all sorts of premium CBD infused products. It is a smart move for the CBD company to gain a strong footprint with a company like Athletes For Care which is largely U.S. based. The United States is slow to make any large shifts by design but there seems to be nothing stopping the marijuana legalization movement anymore with polls showing a huge support for cannabis. WADA has also loosened up its restrictions on athletes testing positive for cannabis.
The agreement comes equipped with an exclusivity to Phivida as the sole health-based cannabinoid infused beverage brand partner of A4C, contingent on a focus group trial sample from the inaugural Phivida beverage production run. This partnership will seek to position the pending Phivida line of products as the premier global leader in CBD infused functional foods and beverages.
A4C is a non-profit organization recognized as tax-exempt under Section 501(c)(3) that was founded by professional athletes who are united as one voice to advocate for research, education and compassion when addressing important health concerns facing athletes and the general public. One of the primary goals of A4C is to explore cannabinoids as an opiate-replacement therapy and alternative to opiate based pain-killers. A4C members include Riley Cote (Philadelphia Flyers), Eugene Monroe (Baltimore Ravens), Jake Plummer (Denver Broncos), and many other high-performance athletes from a variety of sports.
Key areas of research include the effects of Phivida’s Nano-CBD™ on optimizing athletic performance, enhancing post-competition recovery, reducing symptoms of pain and inflammation from sports-related injuries as well as critical prevention strategies. As an active neuro-protectant, cannabinoids found in Phivida’s products have demonstrated the potential for relative preservation of neuronal structure and/or function, which is vital in the prevention of concussion related disorders and diseases, including CTE and other TBI related conditions.