KANSAS CITY, Mo. – A significant collaboration is set to reshape Missouri’s vibrant cannabis landscape as Highsman, the lifestyle cannabis company founded by NFL legend Ricky Williams, partners with the award-winning cannabis brand Illicit to introduce the highly anticipated HIT STICKS. This strategic alliance officially kicks off with an exclusive launch weekend of trending events across the state, beginning Friday, August 22, 2025, and continuing through Sunday, August 24, 2025.
Highsman and Illicit: A Powerful Partnership
This partnership brings together two formidable entities in the cannabis industry. Highsman, spearheaded by Heisman Trophy winner and former NFL star Ricky Williams, embodies a mentality that champions greatness and redefines wellness by integrating cannabis into daily routines for athletes and everyday individuals. Williams, a long-time advocate for cannabis legalization and normalization, has actively engaged in national cannabis reform efforts, including a federal task force on rescheduling, reinforcing Highsman’s mission to bridge sports, advocacy, and cannabis culture.
Illicit, on the other hand, is a homegrown Missouri success story, recognized as one of the state’s leading cannabis brands. The company was Missouri’s top-selling brand in 2021 and continues to maintain a robust market presence in 2025, particularly dominating the vapor pens category and holding strong positions in flower and pre-roll sales. Illicit is also deeply committed to criminal justice reform, providing support for legal fees, reintegration assistance, and raising awareness about the disproportionate impact of the War on Drugs.
Ricky Williams expressed enthusiasm for the new offering, stating, “As an athlete, I’ve always valued performance and accessibility. With the HIT STICKS, we’ve created a product that delivers the kind of potency and convenience that cannabis consumers deserve, whether they’re tailgating, golfing, or just relaxing at home. Teaming up with Illicit’s cultivation and production team means Missouri gets the best of both worlds, cutting-edge cannabis innovation backed by the expertise of one of the state’s leading brands.”
Introducing HIT STICKS: Innovation for the On-the-Go Consumer
The launch introduces Highsman’s innovative HIT STICKS to the Missouri market. These new products—including the Exotic Indoor Flower Hit Stick (.3G), Infused Indoor Hit Stick (.5G), and Live Rosin Infused Hit Stick (.3G)—are designed to offer a convenient, affordable, and potent single-use cannabis option. Each HIT STICK delivers consistent quality and 6-10 powerful hits, combining premium flower with carefully selected concentrates and terpenes. Packaged with recyclable materials and featuring a ceramic bowl and engineered airflow, they are specifically crafted for seamless, on-the-go consumption, catering to the evolving demands of modern cannabis consumers.
A Weekend of Engagement and Advocacy
The exclusive launch weekend is packed with news-making events designed to engage the Missouri community. On Friday, August 22, Ricky Williams will kick off the festivities with a live radio broadcast with 810 AM Sports Radio and a meet & greet event at From The Earth State Line from 11:00 a.m. to 12:30 p.m. Additional meet and greets are scheduled throughout the weekend at select Codes and Good Day Farms dispensary locations, offering fans and consumers direct interaction with the NFL legend.
Beyond product introductions, the partnership emphasizes a commitment to social responsibility. On Saturday, August 23, Highsman and the Illicit team will participate in the Vlasic Classic Annual Golf Tournament in the Ozarks. Proceeds from this tournament will benefit the Last Prisoner Project and Freedom Grow, two prominent organizations dedicated to cannabis justice reform. Both nonprofits tirelessly work to free individuals incarcerated for cannabis-related offenses and provide vital reentry support, highlighting the ongoing need for systemic change in the cannabis space.
Missouri’s Booming Cannabis Market
Missouri has rapidly emerged as a dynamic and significant player in the Midwest’s cannabis industry. The state first approved medical cannabis in 2018, followed by the legalization of adult-use recreational cannabis in November 2022 via Amendment 3, with sales commencing swiftly in early 2023. This rapid rollout has propelled the market to an estimated $1.44 billion in 2023, with a projected compound annual growth rate (CAGR) of 20.4% from 2024 to 2030.
With over 200 licensed dispensaries and a growing consumer base, Missouri’s cannabis market is highly competitive. Flower remains the dominant product category, accounting for 50% of total sales, with pre-rolls showing the fastest growth. Illicit’s established market leadership and cultivation expertise position them as an ideal partner for Highsman’s entry, navigating the state’s strict testing and packaging regulations.
Looking Ahead: Sparking Greatness and Driving Change
The collaboration between Highsman and Illicit represents more than just a product launch; it signifies a convergence of premium cannabis products, athletic inspiration, and a shared dedication to social justice. As the cannabis industry continues to trend towards innovation and broader acceptance, this partnership in Missouri sets a precedent for how brands can combine commercial success with meaningful advocacy. Ricky Williams and Illicit are not only bringing a new, convenient product to market but also actively contributing to the ongoing dialogue and efforts to repair the harms caused by past cannabis policies, embodying the spirit of sparking greatness both on and off the field.
