Making Sense of Sports Illustrated’s Venture into the CBD Industry: ‘Strange to See’

Sports Illustrated, once known as a pillar in sports journalism, has been in flux since Authentic Brands Group overtook the company in 2019. As it laid off 40 employees in October 2019 and changed its model, Sports Illustrated has aimed to lend its brand to potential suitors.

Last week, the company announced its first major brand collaboration: A partnership with a CBD company to create its own Sports Illustrated-branded products.

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