Two NBA stars are teaming up for a one-of-a-kind brand partnership to revolutionize the cannabis market.

Today, Viola — the largest Black multi-state cannabis operator in the nation — announced its latest brand partnership with NBA legend Allen Iverson that will span cannabis, product, and merchandise. Founded by NBA vet Al Harrington, Viola plans to make this new alliance an industry-leading and scalable collaboration.

Iverson previously got a chance to get a glimpse of the growing process behind the Viola brand. After witnessing its full-scale operation, dedication to the cannabis plant and minority participation as well as ownership in the industry, he knew the partnership was meant to be.

“I’ve had a lot of people approach me with business opportunities, but this one with Al was different,” Iverson said in a statement. “After seeing how devoted he is to this business, and him educating me on how beneficial the plant is, it just felt right. I’m excited to be a part of it. Together, we’re about to change the game.”

Harrington was also a big fan of making this partnership happen, noting the manner in which Iverson helped change the culture of sports and Hip-Hop through his style and skill. The Viola founder hopes to bring that same level of influence to his brand as well as the cannabis market.

“In the same way Allen impacted the culture, we’re going to continue to impact the cannabis industry,” Harrington shared in a statement. “We’re going to keep pushing boundaries. I’m honored to have Allen on board. We want to continue to inspire others and encourage people of color to participate in the cannabis space.”

Iverson’s partnership with Viola will feature a variety of cannabis and non-cannabis products — including his own namesake collection that will launch a series of strains across Viola’s already established markets. According to a press release, the first strain is set to debut in California this October exclusively at Elevate and Jade Room.

Harrington is currently on a mission to make Viola the biggest Black-owned cannabis brand in the weed industry. Earlier this year, he made history as the first Black-owned brand to expand into territory outside of the U.S., taking its products over to Canada.

He’s also formed partnerships with other big entertainment figures like T.I. to help with the brand’s community advocacy and social equity work.