The online marijuana marketplace Weedmaps is teaming up with NBA star Kevin Durant for a multi-year partnership that’s aimed at destigmatizing cannabis and showcasing the plant’s potential value for “athlete wellness and recovery.”

Together with Thirty Five Ventures, a philanthropic organization founded by Durant, they plan to elevate the conversation around athletics and marijuana as more states move to legalize and more athletes begin to open up about their relationship with the plant.

“It’s no secret that many of the present attitudes toward cannabis are rooted in outdated beliefs and, frankly, lies about the plant that have been perpetuated for decades,” Weedmaps CEO Chris Beals told Marijuana Moment, adding that the aim of the new efforts is to provide a “fresh dialogue about how cannabis can be used for athlete recovery.”

“Through this partnership we’ll look to further break down the stigmas that have made cannabis use, particularly among athletes, so taboo, while also providing broader education about the plant’s many wide-ranging benefits and its potential for overall wellness,” he said.

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