Gary Payton’s journey with cannabis began not as a consumer but as a son. When his mother was battling cancer, Payton saw her health deteriorate due to various medications. “My mom was dying from cancer, and I wanted her off all the medications that were basically killing her,” he recalls. This desperation to alleviate his mother’s pain led him to cannabis. To Payton’s relief, cannabis helped his mother regain some of her vitality. “In those last days, she was able to talk, laugh, smile,” he reflects.
Today, Payton has converted this personal experience into a public mission through his new venture, Greater Purpose. Created in partnership with Green Label Rx, the brand seeks to provide wellness solutions for pain relief and recovery, targeting people from all walks of life. Greater Purpose represents Payton’s vision to make cannabis a tool for healing rather than just a recreational pastime.
Despite having a popular cannabis strain named after him, Payton is quick to clarify his relationship with the plant. “I never smoked weed. I don’t do it now,” he says. However, witnessing the plant’s healing impact on others, especially those suffering from chronic pain, convinced him of its value. The only exception to his anti-smoking stance is the “Only two people, I would probably smoke a joint with right now: Bob Marley and my mom,” he jokes. He deeply connects these two people to his belief in the peaceful and therapeutic potential of cannabis.
A Path to Healing for Athletes
Greater Purpose has specifically designed a line of balms and salves to combat athletes’ aches and pains. After years of high-intensity sports, athletes often struggle with lingering physical issues that standard medication can’t easily address. Payton’s brand aims to alleviate these pains naturally, offering an alternative to the strong drugs that are synonymous with pain management.
Reminiscing his years on the court, Payton remains deeply invested in the athletic community. He frequently encounters players who suffer from severe mobility issues, noting the toll a lifetime of physical exertion can take on the body. “I see guys like Earl Campbell who can’t walk or get up. And I want to help,” he shares compassionately.
Beyond athletes, Greater Purpose products are created to meet the needs of anyone facing physical discomfort. “This isn’t just for people who play sports. It’s for anyone who needs relief: Whether you’re a mom chasing after kids all day, an EMT on your feet for hours, or someone dealing with the aches and pains of getting older,” says Jason McKnight, CEO and founder of Green Label Rx.
A Collaboration with the Same Vision
Payton’s collaboration with McKnight is not a business endeavor. This partnership is based on mutual respect and a shared commitment to wellness. “Gary’s like family,” says McKnight, who has known the basketball star for years. The two share a vision of making cannabis an accepted wellness tool. McKnight’s experience with Green Label Rx, a vertically integrated cannabis company, has positioned them to bring Greater Purpose to a national stage.
McKnight’s journey with Green Label Rx has always centered on community wellness. McKnight started the company with his wife in 2006. He experienced the challenges of the cannabis industry, including the personal costs associated with raids and legal issues. These struggles have made him more resolved to create a brand that supports equity, accessibility, and meaningful community impact.
Expanding Access to Wellness
Payton plans to broaden the product offerings of Greater Purpose to support an array of wellness needs, such as sleep aids and gummies. Recognizing that many people seek relief without the psychoactive effects of THC, the brand is working on crafting products that can alleviate anxiety and pain in a subtle, non-intoxicating way. For Payton, this initiative isn’t just about physical healing but more about breaking down the misconceptions around cannabis and showing the world its potential for mental health.
Payton has connected with many professional athletes, including Al Harrington, Chris Webber, and Rob Gronkowski, who are publicly promoting cannabis for pain management and recovery. These athletes are also advocating for a wellness-focused approach to cannabis, challenging long-held stigmas. “Almost 80% of NBA players smoke marijuana,” Payton notes, referencing the NBA’s recent decision to stop testing for cannabis.
As Greater Purpose grows, Payton remains focused on promoting cannabis as a powerful wellness tool. For Payton, Greater Purpose is about offering relief and leaving a legacy that uplifts and heals others.
