Highsman is the cannabis brand Ricky Williams founded in 2021, named as a play on the Heisman Trophy he won at Texas in 1998. The tagline is "Spark Greatness," and the 2026 lineup runs on triple-infused indoor flower in three formats: Hit Sticks, Triple Threat pre-rolls and Ground Game.
New Jersey is the live market. Eastern Green in Voorhees stocks all five Triple Threat flavors, SilverLeaf in Franklin Township carries Cake Quake, and the brand's partner page lines up Massachusetts, New York, Rhode Island and Missouri as the next markets.
The Heisman résumé behind the name
The name comes straight off the trophy. Williams won the 1998 Heisman as a senior running back at Texas, the second Longhorn to take it after Earl Campbell. That season he ran for 2,124 yards and 27 touchdowns, broke Tony Dorsett's 22-year-old NCAA career rushing record and set 21 NCAA records.
The hardware piled up. He became the first two-time Doak Walker Award winner and added the Maxwell Award and the Walter Camp Player of the Year award. Texas retired his No. 34 on September 30, 2000.
The pros paid a price to get him. Mike Ditka's New Orleans Saints took Williams fifth overall in the 1999 NFL Draft, sending Washington their entire 1999 draft class plus first- and third-round picks in 2000. Highsman's own story adds that he became the first 1,800-yard rusher in Dolphins history and a Pro Bowler.
Pregame, Halftime and Postgame
Highsman launched on October 18, 2021, with California and Oregon among its first markets. Ganjapreneur covered the debut the next day and pegged the name as a spin on the Heisman. Then-CEO Eric Hammond put the pitch simply: Highsman "is at the intersection of sports and cannabis."
The first menu ran on the game clock. Three strains, Pregame (sativa), Halftime (hybrid) and Postgame (indica), came in eighths and pre-rolls. Apparel and accessories launched alongside the cannabis, from varsity jackets and baseball tees to rolling trays, Pelican cases and water bottles.
The Halftime line kept the jokes going. Its Weedmaps listings carry player-pun cultivar names such as Mac Hasselbeck, MarKush Mariota, Pheno Smith, Justin Sherbert and GMO Montana.
Arizona with Trulieve in 2023
On January 20, 2023, Trulieve brought Highsman to Arizona. The launch covered eighths and pre-rolls grown by cultivation partner Abundant Organics, stocked at every Trulieve and Harvest store in the state, from Avondale and Chandler to Lake Havasu and Tucson.
Trulieve held the Arizona exclusive through February 4, 2023. Williams showed up in person, with meet-and-greets at six stores on January 25 and 26 and an appearance at Trulieve's Cannablitz party on February 11.
Hit Sticks head east
November 2024 brought the East Coast push. Heady NJ caught Williams at Shore House Canna in West Cape May and Valley Wellness in Raritan Township, celebrating the New Jersey release of Highsman Hit Sticks. Forbes covered the brand's merger with a hemp company that month, and Heady NJ reported that the partner runs facilities in North Carolina.
The deal changed the operating model. The company told Heady NJ it had previously done only license brand deals, and Williams said he "needed to grow the company this way."
Massachusetts got the format on February 18, 2025, with Reid Stewart as chief executive. The Hit Stick is a single-use, prefilled ceramic bowl with an insulating cardboard mouthpiece, made from recyclable and natural materials. It launched in three versions: solventless rosin-infused flower, distillate-and-terpene-infused flower and straight flower.
Williams sold it with a sideline image: "Now sports enthusiasts don't have to struggle with a limp joint while tailgating in the rain."
A Missouri launch weekend with Illicit
Missouri followed in August 2025 through a partnership with Illicit. The August 22–24 launch weekend opened with a live 810 AM Sports Radio broadcast and a Williams meet-and-greet at From The Earth State Line, then moved to the Vlasic Classic golf tournament in the Ozarks.
Sunday was for store visits, with meet-and-greets at select Codes and Good Day Farm locations. The Missouri menu carried three Hit Sticks: a 0.3-gram exotic indoor flower stick, a 0.5-gram infused indoor stick and a 0.3-gram live rosin-infused stick.
Triple infusion and a five-flavor roster
The 2026 catalog rebuilds everything around triple infusion. Each product starts with indoor flower, then layers THCA diamonds, live resin made from flower frozen at harvest and a high-terpene extract applied last.
Three formats carry it. Hit Sticks are half-gram dispose-a-bowls of infused indoor flower. Triple Threat is a 1.2-gram pre-roll finished with a glass tip. Ground Game is a quarter ounce, seven grams of infused ground flower ready to roll.
All three come in the same five flavors, with football in most of the names:
- Wavey Watermelon (sativa)
- Gridiron Grape (sativa)
- Blueberry Blitz (hybrid)
- Touchdown Tango Mango (hybrid)
- Cake Quake (indica)
Two more lines sit in development on the site: Blitz Bars and a straight flower line. The Blitz Bars page tells subscribers to "The List" that they will hear about the bars before they hit a shelf.
Merch, media and the 2026 map
Apparel still runs next to the cannabis. The web shop sells headwear, tees, hoodies and fleece shorts from $26 to $45, including a Miami 34 Tee, a Miami Vice trucker hat, a Chicago snapback and an Athletic Dept. crewneck.
Highsman's homepage lines up coverage from Forbes, Sports Illustrated, Barstool Sports, the New York Post, Real Time with Bill Maher, All the Smoke, Boardroom, the Los Angeles Times and Yahoo Sports. Retail partners get a digital kit with menu-ready images, listing copy, social posts and banners.
The 2026 map is tight. New Jersey carries the live flag, where Eastern Green and SilverLeaf stock the 1.2-gram Triple Threat, while Massachusetts, New York, Rhode Island and Missouri wait in the partner queue.
For adults 21 and over.