The all-natural, plant-powered drink now part of his daily wellness protocol, says Messier
Six-time Stanley Cup champion Mark Messier knows plenty about sweat, no surprise given he was nicknamed “The Moose” for his considerable strength and aggressiveness on the ice. So it likely also comes as no surprise that the Canadian-born, National Hockey League (NHL) stand-out’s foray into the cannabis arena involves hemp-powered hydration.
That entry is via the NHL legend’s decision to join the team of Akeso CBD water as an equity partner and brand captain, notes a statement from NXT Water, which created the beverage and was formed by executives from the beverage, sports/entertainment and digital marketing verticals.
The all-natural, plant-powered drink offers 10 milligrams of broad-spectrum, hemp-derived CBD and electrolytes in ultra-purified still water. Said to taste like, well, pure water, it has no calories, sugar or artificial additives.
Messier will work closely with the company’s executive team on branding, advertising and marketing campaigns, social and digital content, opening up new sales and distribution channels and other initiatives, the statement notes.
Playing 26 years of professional hockey can exact both a physical and mental toll, says Messier — who won five cups as an Edmonton Oiler, alongside other NHL royalty like Wayne Gretzky, and one as a New York Ranger.
Following retirement, Messier committed to educating himself “on the best natural ways to keep both my mind and body in the best possible condition,” he says, adding that his discovery of CBD eventually led him to Akeso. “It is now an integral part of my daily wellness protocol,” he says of beverage.
The company claims that the beverage will help with “reducing inflammation, stress and anxiety, while also supporting mental wellness and workout recovery.”
Akeso has also developed a proprietary process to extract and infuse a specific formulation of three key cannabinoids — CBD, CBDA and CBG — from organic hemp plants, while maintaining potency and shelf-life stability for over a year. All Certificate of Analysis results are verifiable via their blockchain-backed QR code, prominently positioned on each bottle.
As for the efficacy, the jury is still out on CBD and its impact on sports performance, a study published in Sports Medicine last year suggests. The available evidence is preliminary, at times inconsistent, and largely based on preclinical studies involving laboratory animals, the study concludes.
A review involving CBD and elite rugby players found a high prevalence of CBD use. “The data suggest that despite the majority of clubs advising against CBD use, many players are ignoring this advice in an attempt to improve sleep and pain management,” the 2020 study notes. The authors suggested further exploration to determine the “veracity of the anecdotal claims from the players that it does help alleviate pain, enhance recovery, and promote sleep.”
Whatever the science says (or doesn’t say) at present, cannabis and its highly touted recovery prowess have proved an investment or partnership magnet for many different sports superstars from many different sports. These include Lennox Lewis, David Beckham, Tim O’Donnell, Michael Vick, Megan Rapinoe, Toby Miller and Al Harrington.
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Written by Angela Stelmakowich.
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