Mike’s “Latest” Bites

A Brand that Packs a Punch

Byline: Mike Tyson’s latest cannabis product pays homage to one of his most famous moments

Former Heavyweight Champion Mike Tyson has made headlines after his boxing career for many reasons - mostly for his outspoken behaviour, or the usual challenge to a fight. Recently, Tyson’s advocacy for cannabis has propelled his venture into the cannabis industry, forming his own company - Tyson 2.0. On Tuesday, the company released their newest cannabis product, and it might be the greatest brand in sports history.

Mike’s Bites - the newest Tyson 2.0 product, brings cannabis edibles to the California, Massachusetts, and Nevada markets. These gummies are not making headlines for being a revolutionary new method of consuming cannabis, but in the shape they come in:

The gummies are in the shape of an ear Evander Holyfield’s ear, after Mike Tyson bit off a chunk of it in their 1997 fight. Almost 25 years later, the moment is reflected in Mike’s Bites, the name of the product. Tyson actually teased the product in a 2019 interview, although it is unconfirmed if the idea was put into action after the interview.

The creation of this product could not be more perfect. The Tyson 2.0 brand was formed because of Mike’s passion for cannabis advocacy, as it helped his mental and physical health throughout his life. He brings that energy into creating a company.

Mike’s Bites is clever, fresh, and authentic. The name, the product, and the brand behind it (Tyson) are all in-sync, and is a prime example of how athletes can maximize their time under the spotlight. It’s easy to put a sports moment on physical merchandise (or digital with NFTs) - it captures the moment during a time when it is at its peak virality.

When an athlete can go back to a time in their professional career beyond their playing days, it demonstrates that they laid out the groundwork for a personal brand that truly reflects who they are. Even Mike Tyson’s tweets about the product are simple and authentic. No big explanation about the product, no hashtags, no announcement, no problem.

Mike Tyson is unapologetic, vocal, and unfiltered - inside and outside the ring. His venture with Tyson 2.0 is a reflection of his identity, and it’s no mistake that Mike’s Bites have gone viral (just missing a larger scale distribution).

Published: March 18, 2022 - Issue 30 of The Sport Marketeer