Anthony Joshua, one of Britain’s most high profile athletes, is the new face of Love Hemp – and will launch his own CBD range.
The wellness company has landed an eye-catching three-year endorsement deal with the two-time heavyweight champion of the world and Olympic gold medalist.
The 31-year-old boxer, who was awarded an OBE in 2018, will serve as an ambassador for the brand and collaborate on a branded ‘range of CBD products for athletes’.
Joshua will also become a ‘key shareholder’ in the company via his management vehicle 258 MGT through a shares deal.
It’s a major coup for the company, which was founded in 2015, and marks one of the biggest celebrity tie-ins the UK’s CBD market has seen to date.
Joshua said: “Love Hemp is a great brand with an amazing vision. The ability of CBD to improve people’s everyday lives is undeniable.
“I have a passion for dynamic British businesses, and for wellness, making Love Hemp a perfect brand for me to endorse and become a shareholder in.
“My work with Love Hemp will allow me to be involved in the company’s aggressive growth strategy as well as developing my own branded wellness focused CBD products.
“Everyone should be able to experience and enjoy the many benefits CBD provides. I look forward to working with Love Hemp to achieve this goal.”
Love Hemp was founded by old school friends Tony Calamita and Tom Rowland, inspired by the latter’s father’s use of CBD during illness with cancer.
The company is already one of the more established brands available on the UK market but the Joshua deal represents a significant step forward for the firm.
Calamita, CEO of Love Hemp Group, said: “We are excited and privileged to welcome Anthony Joshua to the Love Hemp family.
“His profile in the international sports arena is key to the ongoing growth of the Love Hemp brand into the amateur and elite sports world.
“Love Hemp is a wellness company and CBD is a natural life improver.
“For sports men and women this means faster muscle recovery, effective pain management and reduced inflammation.
“We have worked hard to create a trusted and fully certified premium CBD brand with a diverse range of organic products.
“Via his involvement with Love Hemp Group, Anthony will help us deliver this important message to the highest levels of UK and international sport.”