Lifestyle Brand Civilized Buys 420 Games

Lifestyle brand Civilized last week announced its purchase of the 420 Games, a cannabis and athletics event that’s been hosted in eight American cities. Civilized hopes to capitalize on the nascent trend of combining cannabis with fitness.

• A 2019 North American tour is planned. More than 20,000 athletes have competed in the 420 games since its 2014 inception. Among the noted pros are Ricky Williams, Bucky Lasek, Bas Rutten, and Al Harrington.
• “The 420 Games is the perfect example of an event that is dispelling the lazy stoner stereotype,” Civilized Publisher Derek Riedle told WeedWeek. Games founder Jim McAlpine becomes a Civilized event manager.
• Terms of the deal were not disclosed in a press release.
• “The 420 Games is the perfect example of an event that is dispelling the lazy stoner stereotype,” said Civilized Publisher Derek Riedle. Games Founder Jim McAlpine becomes an employee of Civilized.