When Mike Tyson launched Tyson 2.0 in late 2021, many viewed it as another celebrity-endorsed cannabis brand riding the green wave. But today, Tyson 2.0 has emerged as a major player in the cannabis industry, not just because of its founder’s larger-than-life persona but thanks to a well-executed business model, wide product variety, and strategic partnerships.
Built around the philosophy of “bringing cannabis to the masses,” Tyson 2.0 offers a range of products that cater to both recreational users and medicinal patients. The brand sells premium cannabis flower, vapes, concentrates, and edibles like the fan-favorite Mike Bites—ear-shaped gummies that cheekily reference Tyson’s infamous 1997 fight against Evander Holyfield. The brand’s humor, quality, and authenticity have captured consumer attention—and wallets.
According to Forbes, Tyson 2.0 reached a valuation of over $100 million by 2023, after expanding into more than 20 states and several international markets including Canada. The company’s CEO, Adam Wilks, who previously led One Plant and helped build partnerships for SLANG Worldwide, credits the brand’s success to “accessibility, consistency, and quality.” Tyson himself has also played a hands-on role in marketing and product development, frequently appearing at cannabis expos and trade shows to promote his brand.
Unlike many celebrity cannabis lines that stay surface-level, Tyson 2.0 is rooted in the heavyweight champ’s personal journey with cannabis. Tyson has long credited the plant with helping him overcome physical pain, mental health issues, and addiction. “Cannabis changed my life,” Tyson told Bloomberg News. “It helped me become a better person. I want to share that with others.”
The brand’s transparency and message of wellness resonate in a crowded market, especially with millennial and Gen Z consumers who value authenticity. Tyson 2.0 doesn’t just rest on name recognition; it delivers quality and innovation. Products are created in collaboration with top cultivators like Columbia Care, HEXO Corp, and Verano Holdings, ensuring a consistent product across multiple markets.
One major driver of its popularity is the wide accessibility of Tyson 2.0. The company leverages licensing agreements with established operators in legal states, allowing it to scale quickly without building out its own infrastructure. This lean strategy allows for fast rollouts and a strong retail presence—Tyson 2.0 products are currently available in dispensaries across California, Colorado, Nevada, Illinois, and Florida, among others.
Additionally, Tyson 2.0 has ventured into unique collaborations. In 2023, the brand partnered with fellow fighter Ric Flair to launch Ric Flair Drip, an extension aimed at the lifestyle and wellness sector. The company also opened the “Tyson Ranch” concept, a proposed cannabis resort and branding experience that blends cannabis culture with hospitality and wellness.
The success of Tyson 2.0 is proof that when a brand is built on authenticity, quality, and vision, it can outgrow its celebrity roots and become a legitimate force in the cannabis industry. As more states legalize cannabis and the market continues to mature, Tyson 2.0 is positioning itself not just as a novelty, but as a long-term player with heavyweight ambitions.
In the words of Tyson himself, “This is bigger than me. This is about helping people feel better, think clearer, and live more fully.” With Tyson 2.0, the champ may have found his most impactful punch yet.