Former NFL player Ricky Williams has quickly become a leading cannabis advocate in the country. His recent brand, Highsman, just announced that it would pair up with another major cannabis company to develop a new strain. 

Highsman is currently working with cannabis company Jeeter to create a powerful and relaxing new Indica strain dubbed “Sticky Ricky,” aptly named after Williams’ nickname when his teammates found out he was an avid pot user. Alongside the strain, the new collaboration will also feature merch and apparel. 

Wiliams spoke with TMZ Sports, explaining that 100% of the “proceeds from this collaboration are going for Athletes For Care to support mental health initiates,” a cause that he believes is “extremely important.”

Athletes For Care was founded and launched by former athletes that wanted to assist existing ones. The non-profit organization offers tools to enhance both physical and mental health. Williams wanted to donate proceeds to the organization due to his experience with cannabis and improved mental health.

Besides using it after game day to kick back and relax, Williams said cannabis helped him do some intense reflecting that he sees as a form of therapy. His cannabis use has been nothing but beneficial for his mental health, and he hopes Highsman will help push that notion further.

“When we go talk to a therapist, we’re reviewing stuff with someone else and reflecting,” said Williams, adding that when he consumes cannabis, he sees the experience as “self psychotherapy.”

He probably would have benefitted from being an NFL player in the current day and age, as the league is finally beginning to loosen its regulations around the plant. However, Williams had to suffer under the strict wing of the league’s tightly-wound rules, which landed him five suspensions in 11 seasons.

“When I was growing up, we were always told coaches said if you smoke pot, you’re gonna be a loser,” Ricky told TMZ Sports. But in his experience, that’s far from the truth; a core part of Williams’ brand Highsman strives to get that message “out in the world.”

It looks like the NFL might be listening to former athletes like Ricky Williams, who praises cannabis for its medicinal value and mental health benefits. The league recently paid two universities $1 million to research CBD’s effects on concussed players.