Paul Pierce, the former ex Celtic player, is launching the “Truth” marijuana brand in Massachusetts.

The NBA champion told the Globe this week that he is launching a line of recreational marijuana products in Massachusetts under the “Truth” brand, in partnership with marijuana operator The Hub Craft.

The deal will see Pierce’s nickname appear on various edibles, concentrates, and cannabis lotions by the end of the year. A signature strain of marijuana flower is expected to hit local dispensary shelves in 2022.

“I have such a great connection with Boston,” Pierce said in an interview, “so I’m excited to bring the brand there first and educate people on the plant — how it can help in everyday life and also in sports and recovery.”

Earlier this year ESPN had fired Pierce in April for live-streaming himself smoking what appeared to be marijuana, with exotic dancers twerking in the background.

The NBA player later tweeted that “big things coming soon.” He also teased the Truth cannabis venture by posting a short video of himself in a room full of cannabis plants.

According to Pierce, marijuana had saved his career after a vicious stabbing at a Boston nightclub in September 2000. The stabbing almost took his life and has shadowed him psychologically for years.


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