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Former NFL player, Rob Sims, and Pro Football Hall of Fame, Calvin Johnson Jr., launch CBD products

Primitiv Performance features an oral rehydration drink mix with nano CBD, vitamins and electrolytes; and a broad spectrum (CBD, CBG, CBC, CBN) transdermal topical cream formulated to reduce inflammation and chronic pain caused by sports injuries or daily activity



Primitiv, a black-owned Michigan-based cannabis and wellness company co-founded by former Detroit Lions teammates Rob Sims and 2021 Pro Football Hall of Fame inductee Calvin Johnson Jr., today launched Primitiv Performance, a product line designed for people living an athletic lifestyle to use before, during and after a workout. Developed by former professional athletes, Primitiv Performance utilizes a proprietary blend of electrolytes, vitamins, and water-mixable nano phytocannabinoids (CBD, CBG, CBC and CBN) formulated to aid in rehydration, recovery, and support the immune system.

“The nano technology we use in Primitiv Performance allows consumers to feel the active ingredients shortly after use because the cannabinoids are so small that they mostly bypass the intestinal system and enter directly into the bloodstream, therefore creating a more targeted, predictable, and bioavailable product.” Tweet this

Based on their experience in the NFL, Sims and Johnson saw a need for a different kind of elevated wellness in the athletic recovery space. After co-founding Primitiv with the mission of positively impacting the global cannabis industry by changing negative stereotypes surrounding the plant through education and product innovation, the two quickly began working on Primitiv Performance as a phytocannabinoid-infused line of products that incorporate nano-technology designed for faster results. Primitiv Performance’s initial products include an oral rehydration electrolyte drink mix in four great-tasting flavors, and a topical cream formulated specifically to reduce inflammation and chronic pain caused by sports injuries and daily wear-and-tear.


“I’ve long been an advocate of cannabis as a holistic way to help my body recover from the trauma it faced each day on the gridiron and knew there were many other ways to unleash the power of this plant into our daily lives,” said Johnson.


“Primitiv Performance was designed to showcase these non-psychoactive phytocannabinoids by showcasing them in a way that is familiar to people already incorporating a rehydration drink mix or topical cream into their daily lives, all while further educating consumers about the power of this plant.”


“As someone who has turned to cannabis as a natural pain relief remedy for the better part of 20 years, I’ve seen first-hand how it can change lives for the better and that’s why I’m so passionate about educating people who are interested in different solutions to ease what ails them,” Sims added. “Our oral rehydration electrolyte drink not only tastes great, but it’s packed with 25 milligrams of nano CBD meaning it goes to work faster in the body, and also includes vitamin A and vitamin C to help support a healthy immune system.”


Primitiv Performance was developed in collaboration with CYP, a company focused on innovating higher standards of cannabis consumption by developing the fastest acting, most bioavailable, and predictable products to the cannabis and healthcare markets through the integration of its High Performance Nano Emulsion (HPNE)TM technology.


“Most consumables on the market, whether they are CBD or THC based, can take anywhere from 45 to 120 minutes until the active ingredients fully take effect, which makes it very hard to rely on them as an aid for athletes when they are expecting timely benefits,” said James Barr, co-founder of CYP. “The nano technology we use in Primitiv Performance allows consumers to feel the active ingredients shortly after use because the cannabinoids are so small that they mostly bypass the intestinal system and enter directly into the bloodstream, therefore creating a more targeted, predictable, and bioavailable product.”


Customers will have two options when it comes to Primitiv Performance. 25 mg nano-CBD stick packs which come in four great-tasting flavors (cherry lemonade, tropical punch, lemon lime, peach tea) are sold in 12-pack bags; and its broad-spectrum transdermal topical cream is sold in 1 and 4 oz options (750mg / 3000mg total cannabinoids respectively). There are also three bundle options (Rookie, All-Pro, Hall of Fame) that allow consumers to try both products via single-purchase, or a monthly subscription that offers a 20% savings and free shipping. All products can be purchased online at www.primitivperformance.com.


About Primitiv Group

Founded by Pro Football Hall of Fame inductee, Calvin Johnson Jr. and Rob Sims, former Detroit Lions teammates who suffered from the long-term physical effects of injuries sustained during their playing careers, Primitiv Group is a forward-thinking research company dedicated to the advancement of cannabis as a form of elevated wellness, believing that the plant holds incredible potential as a healing agent. Primitiv’s vision is to positively impact the global cannabis industry, changing stigmas and stereotypes by educating people about the healing power of the plant and producing innovative products that help people and athletes optimize their wellness through holistic relief. Primitiv is a member of the Michigan Cannabis Industry Association which advocates for a favorable political policy environment for Cannabis to thrive by promoting sensible laws, regulations and setting industry best practices among members. They are also part of a consortium with the International Phytomedicines Institute at Harvard University, working to expand research and disseminate information on the health benefits of cannabis on a wide range of medical conditions, including chronic pain.


Learn more at www.primitivgroup.com or join the conversation on Instagram and Facebook by searching @primitiv_group or @primitivperformance.


About Choose Your Protocol (CYP)

CYP was founded in 2021 with the vision to create innovative consumable healthcare and performance products enhanced with the highest quality liposomal or water-mixable nano cannabinoids. The founders of CYP have a deep history of innovation in both the cannabis and healthcare industries, which makes us well-positioned to create products that are appealing to customers in both markets. Our founders believe deeply in the benefits of cannabinoids, and have experienced their health benefits first hand. After working in many different sectors of the cannabis industry, including large vertical businesses, we felt there was so much more we could offer as a team and were inspired to build a “tip-of-the-spear” cannabis refinement and product development company. Our innovative approach leverages pharmaceutical industry technologies and processes to make the most bio-available cannabinoids in the market. Our ethos is to constantly innovate and offer a diverse range of high-quality products that empower consumers to use efficacious cannabinoids their own way. Our vision is to become the foremost producer of fast-acting and highly-bioavailable infused products and elevate the standards of cannabinoid consumption.


Learn more about CYP by visiting our website at www.cyphealth.com.

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