Mike Tyson, the iconic former undisputed heavyweight champion, is now making significant strides in the cannabis industry with his brand, Tyson 2.0. On April 20, as he traversed the bustling streets of Times Square, Tyson was met with fanfare from locals and tourists alike, signalling his enduring popularity.
However, Tyson’s visit to New York was not for combat but to celebrate the cannabis-centric holiday, 4/20, and to announce the expansion of Tyson 2.0. This expansion includes entering his native New York market and a partnership with Royal Queen Seeds.
“As a former world champion, I aim to replicate that success in the cannabis sector. We envision our presence in every global market,” Tyson remarked, showcasing his ambition for Tyson 2.0. The company, for which Tyson serves as cofounder and chief brand officer, has already launched products in 20 U.S. states and various international locations, including Amsterdam and Barcelona. A partnership with PHCANN International is set to introduce the brand into Germany and the U.K.’s cannabis markets.
Tyson 2.0, headquartered in Las Vegas, operates on a licensing model. In 2023, it reportedly generated $150 million in revenue, with a significant portion derived from cannabis sales. The brand offers a range of products, notably the “Mike Bites,” edibles shaped like the ear Tyson infamously bit during a 1997 bout with Evander Holyfield.
Discussing the creation of this flagship product, Tyson credits his wife, Kiki, for the innovative idea, despite his initial reservations. This product highlights the transformative approach Tyson has adopted towards his past controversies, turning them into a profitable venture that dominates the $28 billion legal cannabis market as the top-selling celebrity brand.
Reflecting on his journey, Tyson shared his tumultuous upbringing in Brownsville, his rise under trainer Cus D’Amato, and his challenges, including legal issues and personal tragedies. Despite these, his candid nature and resilience have endeared him to a broad audience, proving crucial for his brand’s success.
“Tyson’s authenticity is what sets him apart. He has a story that people can relate to, he doesn’t shy away from his past, and that’s what resonates with the consumers,” said Jason Wild, president at JW Asset Management, emphasising the unique appeal of Tyson 2.0.
Looking ahead, Tyson is preparing for an exhibition match against Jake Paul, emphasising his commitment by abstaining from his usual indulgences to maintain discipline. He also mentions his continued use of psychedelic “toad medicine,” which he claims offers profound personal insights.
Tyson concludes with a reflective note on his life’s purpose, “I’m just born to conquer the world, regardless of the challenges I face.”
Mike Tyson’s transition from a celebrated athlete to a successful cannabis entrepreneur illustrates his capacity to reinvent himself, leveraging his storied past and charismatic persona to lead and innovate in the burgeoning cannabis industry.