KANSAS CITY, Mo. – The Missouri cannabis market is buzzing with the trending news of a significant collaboration as Highsman, the premier cannabis lifestyle brand founded by legendary NFL running back Ricky Williams, officially partners with Illicit, an award-winning Missouri-based cannabis producer. This alliance marks the exclusive launch of Highsman’s innovative “HIT STICKS” product line across the state, kicking off with a series of high-profile events this weekend, starting Friday, August 22, 2025.
The partnership brings together two entities known for quality and commitment to the cannabis community. Highsman, under Williams’ vision, aims to empower athletes, sports fans, and everyday consumers, promoting cannabis as a tool for wellness and unlocking personal greatness. Illicit, a top-selling brand in Missouri, is recognized for its meticulously cultivated, hand-trimmed premium flower and dedication to criminal justice reform.
Highsman and Illicit: A Powerful Alliance Takes Root
Ricky Williams, a Heisman Trophy winner and one of the NFL’s most electrifying running backs, has long been a vocal advocate for cannabis, integrating it into his personal health and wellness routine. His journey from the football field to the forefront of cannabis advocacy underpins Highsman’s mission to redefine the narrative around cannabis, sports, and success. Highsman offers a diverse range of premium cannabis products, apparel, and accessories, fostering a community that embraces the plant’s potential.
Illicit has firmly established itself as a leader in Missouri’s burgeoning cannabis industry since legalization in 2020. Employing a substantial workforce at its Kansas City-area cultivation and production facility, Illicit is known for its rigorous standards and a pure genetic library of over 30 hand-selected strains. The company’s ethos extends beyond cultivation, deeply committing to social justice and reform within the cannabis space.
Introducing HIT STICKS: Innovation for On-the-Go Consumption
The centerpiece of this partnership is the rollout of Highsman’s “HIT STICKS,” designed for the modern, active cannabis consumer. These convenient, affordable, and potent single-use options promise consistent quality with every puff. Each HIT STICK combines premium flower with expertly curated concentrates and terpenes, all housed within recyclable materials and engineered for seamless, on-the-go consumption.
Missouri consumers can look forward to three distinct varieties: the Exotic Indoor Flower Hit Stick (.3G), the Infused Indoor Hit Stick (.5G), and the Live Rosin Infused Hit Stick (.3G). Each product features a ceramic bowl and engineered airflow, ensuring powerful and flavorful hits. Specific strains like the energizing “Sugar Sprint” and the relaxing “Power Pop” cater to different desired effects, aligning with Highsman’s “Pregame,” “Halftime,” and “Postgame” collections.
A Weekend of Engagement and Advocacy
The launch weekend is packed with events designed to engage the community and underscore the partnership’s commitment to advocacy. Festivities begin on Friday, August 22, with a live radio broadcast on 810 AM Sports Radio at From The Earth State Line in Kansas City, followed by exclusive meet-and-greet opportunities with Ricky Williams. Additional appearances by Williams are scheduled throughout the weekend at select Codes and Good Day Farms locations across the state, offering fans and consumers a chance to interact with the NFL legend.
A pivotal event of the weekend is Highsman and Illicit’s participation in the Vlasic Classic Annual Golf Tournament, held in the Missouri Ozarks on Saturday, August 23. This charity golf tournament is renowned for raising substantial funds for cannabis justice reform organizations. This year, proceeds will directly benefit the Last Prisoner Project and Freedom Grow, two leading organizations dedicated to supporting individuals incarcerated for non-violent cannabis offenses.
Sparking Change: Cannabis Reform at the Forefront
The collaboration extends beyond commerce, weaving a strong thread of social responsibility and advocacy into its fabric. The Last Prisoner Project actively works for the release, record clearing, and reentry support for those impacted by punitive cannabis laws. Freedom Grow, an all-volunteer effort, provides essential commissary funds and prison outreach to incarcerated individuals.
Ricky Williams himself is a part of Project Champion, a bipartisan coalition of former professional athletes dedicated to advancing effective cannabis legislation and normalizing its use. Illicit also integrates criminal justice reform into its core mission, partnering with advocacy groups to push for change. Missouri’s unique position, bordering eight states—many without adult-use cannabis programs—further amplifies the reach and impact of such partnerships, drawing in a diverse customer base and showcasing the potential for responsible market growth alongside social good.
This partnership between Highsman and Illicit represents more than just a product launch; it’s a powerful statement in the evolving cannabis industry. It merges high-quality products with a deep commitment to social justice, setting a compelling example for responsible business and continued advocacy in a rapidly expanding market.
