Kansas City, MO – The Missouri cannabis market, already a burgeoning powerhouse, is set for an electrifying new chapter as Highsman, the celebrated lifestyle cannabis brand founded by NFL legend Ricky Williams, officially partners with award-winning local cultivator Illicit. The collaboration culminates in the exclusive launch of new cannabis products: the highly anticipated HIT STICKS, rolled out across the state with a series of high-profile events kicking off on Friday, August 22, 2025.
This strategic alliance merges Highsman’s mission to destigmatize cannabis in sports and culture with Illicit’s established expertise and commitment to quality within Missouri’s flourishing industry. The launch weekend, designed to engage consumers and advocates alike, featured live radio broadcasts, meet-and-greet sessions with Ricky Williams at prominent dispensaries like From The Earth State Line, Codes, and Good Day Farms, and a significant charitable golf tournament benefiting cannabis justice reform organizations.
A Powerful Partnership Rooted in Advocacy
The synergy between Highsman and Illicit is more than just a business venture; it’s a convergence of shared values. Ricky Williams, a vocal advocate for cannabis reform and wellness, founded Highsman to bridge the divide between sports culture and cannabis consumption, empowering individuals to embrace authenticity and ‘Spark Greatness’. His journey, marked by public scrutiny over cannabis use during his NFL career, laid the foundation for a brand that champions the plant’s benefits for performance and well-being. Williams himself emphasized the launch’s importance in connecting sports, advocacy, and cannabis culture, a mission further underscored by his active involvement in national cannabis reform efforts.
Illicit, a leading cannabis brand in Missouri, brings to the partnership a deep commitment to social justice and product excellence. Known for its rigorous cultivation standards, hand-selected genetic library of over 30 premium strains, and Clean Green Certification, Illicit has consistently set industry benchmarks in the state. The company also actively supports organizations like the Last Prisoner Project through initiatives like the Freedom’s Campaign, advocating for individuals unjustly affected by cannabis-related offenses. This dedication to craft quality and reform makes Illicit an ideal partner for Highsman’s vision.
Introducing HIT STICKS: Convenience Meets Potency
The star of this collaboration is the innovative line of HIT STICKS. Designed for the modern consumer seeking convenience, affordability, and consistent potency, these single-use cannabis options promise a premium experience on-the-go. The product line introduced to Missouri includes three distinct varieties:
* Exotic Indoor Flower Hit Stick (.3G): Packed with superior quality, fresh indoor flower.
* Infused Indoor Hit Stick (.5G): Features premium indoor flower infused for enhanced potency.
* Live Rosin Infused Hit Stick (.3G): Combines top-tier flower with premium, solventless live rosin for ultimate flavor and effect.
Each HIT STICK boasts a first-of-its-kind design, incorporating a ceramic bowl, a recyclable stem, and engineered airflow to deliver 6-10 powerful hits. This thoughtful design ensures a seamless and high-quality consumption experience, whether at a tailgate, on the golf course, or during a moment of relaxation. Such cannabis brand innovations are crucial for meeting evolving consumer demands in a competitive market.
Missouri’s Booming Cannabis Landscape
This high-profile launch takes place within one of the nation’s most dynamic and rapidly expanding cannabis markets. Missouri’s cannabis industry has demonstrated exceptional growth, reaching $1.46 billion in total revenue in 2024, positioning it as the fifth-largest adult-use market in the United States. The momentum has only accelerated in 2025, with year-to-date sales hitting an impressive $753.75 million by June and cumulative sales surpassing $4.15 billion since the program’s inception. The state is on track to exceed $1.5 billion in annual sales this year, showcasing robust consumer demand and a healthy industry environment.
The market’s strength is attributed to competitive pricing, efficient dispensary rollout, and successful conversion of consumers from the illicit market. Flower products currently dominate sales, while pre-rolls are identified as one of the fastest-growing categories, a trend that the convenient HIT STICKS are perfectly positioned to capitalize on. The introduction of these new cannabis products by Highsman and Illicit is poised to further stimulate this thriving market and cater to a growing segment of consumers seeking quality and portability.
A Weekend of Engagement and Giving Back
Beyond product introductions, the launch weekend included meaningful community engagement. On Saturday, August 23, Highsman and Illicit participated in the Vlasic Classic Annual Golf Tournament in the Ozarks. Proceeds from this event were dedicated to the Last Prisoner Project and Freedom Grow, two prominent organizations fighting for cannabis justice reform. This initiative highlights the brands’ collective commitment to addressing the social equity issues that remain prevalent within the cannabis industry.
The partnership between Highsman and Illicit represents a significant milestone, bringing together a nationally recognized figure and a leading regional operator to deliver compelling cannabis brand launches and products to Missouri consumers. With their shared commitment to quality, innovation, and advocacy, this collaboration is set to make a lasting impact on both the market and the broader conversation surrounding cannabis.
