Former professional basketball player Carmelo Anthony, known for his scoring prowess and leadership on the court, is no stranger to defying expectations. From being named the NCAA Final Four’s Most Outstanding Player at the age of 19 to becoming one of the most dynamic and versatile scorers in NBA history, Anthony’s journey has been marked by consistent reinvention and a drive to make a lasting impact. Now, after 19 illustrious years in professional basketball, Anthony is charting a new course—this time in the rapidly evolving cannabis industry.
Rather than just lending his name to a brand, Anthony is focused on building an enterprise that resonates with his personal values and ambitions. Through the launch of the Grand National Agency, Anthony, alongside CEO Jesce Horton and co-founder Brandon Drew Jordan Pierce, is striving to create a cannabis business model that transcends the typical celebrity brand playbook. Grand National Agency isn’t just about cannabis products—it’s about fostering cultural inclusivity, providing strategic support for new and smaller cannabis operators, and establishing a platform for community engagement.
“It’s about being intentional with our growth and making sure we’re creating opportunities for others,” Anthony told MJBizDaily in a recent interview. With the cannabis industry undergoing a rapid transformation and facing complex regulatory landscapes, Anthony and his team are ensuring their presence not only supports business growth but also uplifts communities that have been disproportionately impacted by cannabis legislation.
From the Court to Cannabis: Leveraging a Platform for Positive Change
Anthony’s relationship with cannabis has evolved significantly over the years. Always curious about the science behind it, he took time to learn about the many potential benefits cannabis can offer, especially in terms of health and wellness. His inquisitive nature led him to understand the stigma surrounding cannabis and its impact on marginalized communities, particularly those of color.
This newfound awareness fueled his desire to redefine what a celebrity brand could represent within the industry. Instead of opting for a typical endorsement or passive investment, Anthony chose to be deeply involved in Grand National’s strategic direction and mission. His focus is on making the cannabis industry more accessible and equitable by lowering barriers to entry for underrepresented communities and advocating for social equity initiatives.
Grand National Agency: A New Standard for Cannabis Companies
Grand National Agency’s mission is to cultivate a cannabis industry that celebrates cultural ties, authenticity, and quality. By blending Anthony’s influence with the expertise of Jesce Horton, a licensed marijuana cultivator and co-founder of the Minority Cannabis Business Association, and the entrepreneurial experience of Brandon Drew Jordan Pierce, Grand National has positioned itself as a catalyst for change.
The company’s first brand under its umbrella, StayMe7o Cannabis, made a powerful statement by partnering with Black-owned dispensaries in Oregon to launch its inaugural products. This move was not only a nod to Anthony’s famous “Melo” nickname and the No. 7 jersey he wore for much of his NBA career but also a testament to Grand National’s commitment to supporting Black-owned businesses and ensuring they thrive in the cannabis industry.
“Promoting inclusion and diversity in the cannabis industry is something I’m passionate about, especially knowing how historically marginalized communities have been affected by cannabis laws,” Anthony explained. “Supporting Black-owned businesses is a core value for us, and we’re committed to ensuring they thrive and are well-represented in the industry.”
Pushing for Social Equity and Community Engagement
The Grand National Agency has not shied away from addressing some of the more contentious issues within the cannabis space. One such issue is the long history of Black entrepreneurs being penalized for involvement in cannabis—an industry that is now seeing rapid legalization and commercialization. To bridge this gap, Anthony and his team have partnered with NuProject, an organization that focuses on building generational wealth through the legal cannabis industry specifically for Black and brown communities most affected by cannabis criminalization.
Their collaboration aims to uplift these communities by providing opportunities in entrepreneurship, employment, and education within the cannabis industry. Through NuProject and other initiatives, Grand National is creating pathways for historically excluded groups to establish themselves and prosper in a booming industry.
Anthony’s commitment to social equity is not merely rhetoric—it’s woven into the very fabric of his company’s ethos. “We are focused on creating opportunities for people of color to enter and excel in the cannabis industry, whether through entrepreneurship, employment, or education,” Anthony emphasized. His approach is grounded in the belief that the cannabis industry should not repeat the mistakes of the past, where communities most harmed by cannabis laws are shut out of the economic benefits of legalization.
Redefining Celebrity Impact: A Legacy Beyond Basketball
As he transitions from athlete to entrepreneur, Carmelo Anthony is redefining what it means to be a celebrity in the cannabis industry. His approach is more than a branding exercise—it’s a comprehensive effort to reshape the cannabis business landscape by emphasizing inclusivity, community engagement, and social justice.
Anthony’s new endeavor in cannabis is not merely a side project; it’s an extension of his legacy of perseverance, leadership, and advocacy. Just as he left an indelible mark on the basketball court, he is now setting a precedent for what celebrity influence can achieve in business, particularly in an industry that still faces significant challenges around representation and fairness.
By prioritizing diversity and being intentional with growth, Anthony and Grand National Agency are paving the way for a more inclusive and equitable future in cannabis—one that’s rooted in integrity, community, and, above all, opportunity for all. As Anthony himself puts it, “Our goal is to uplift these communities and ensure they have a fair shot in this rapidly growing industry.”
With his sights set on impacting the cannabis industry as profoundly as he did the NBA, Carmelo Anthony is once again proving that his legacy will be defined not just by what he did on the court, but by the lasting change he creates off of it.
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