Mike Tyson’s cannabis imprint continues to evolve.
Breaking Into New Territory
In a press release shared with AfroTech, the former heavyweight’s premium cannabis brand has announced its first branded coffee shop located in Amsterdam, Netherlands.
Not only does this mark the first brick-and-mortar to be established by TYSON 2.0, but it is also the first expansion into the Europe continent. In addition to that, the space will be one of the largest of its kind, located near Amsterdam’s Soho House and W Hotel on the Spuistraat 222.
“The opening of our first brick-and-mortar location in Amsterdam is proof that TYSON 2.0 lifestyle, our products, and the authenticity that Mike brings to the brand – all deeply resonate with consumers,” Adam Wilks, CEO of TYSON 2.0, said in a statement via email. “Coffeeshop TYSON 2.0 marks the culmination of many hours of work dedicated to compliantly expanding the brand to cater to European consumers all while maintaining the highest brand standards that have allowed TYSON 2.0 to garner rocket-like growth in the US. We are thrilled to bring the full TYSON 2.0 experience to Mike’s fans and cannabis enthusiasts alike.”
As previously reported by AfroTech, the brand previously raised $9 million in a Series A funding round led by JW Management. It was also backed by K2, Ambria Capital, Tress Capital, and Patrick Carroll.
Overall, Tyson said he aims to change the stigma within the cannabis industry to promote healthy living for people across the globe.
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“With the launch of Coffeeshop TYSON 2.0 in Amsterdam, my hope is that I can continue to use my voice and efforts to make the world a more cannabis-accepting place,” Mike Tyson, Co-founder, and Chief Brand Officer of TYSON 2.0, told AfroTech via email. “Cannabis has changed my life for the better and TYSON 2.0’s presence in Amsterdam enables me to share not only the lifestyle brand we’ve built but also the many benefits of plant medicine with my European fans.”
Not only is he working to change up the industry, but in another story shared by AfroTech, Tyson shared he has brought a few familiar faces with him along the way. One, in particular, is his former opponent Evander Holyfield. Together, they honed in on the nostalgia from a previous matchup — in which he infamously bit Holyfield’s ear — by launching Mike Bites.
The gummies are cannabis-infused and Tyson noted that “these ears actually taste good.”
As of March 24, Amsterdam consumers were able to start grabbing their Tyson 2.0 treats directly from the shop.
