Allen Iverson is one of the most legendary basketball players to grace the earth, and now he’s bringing that same energy into cannabis. The concept of athletes stepping into the cannabis industry is dope in itself, and that’s exactly what Al Harrington has been doing with his brand Viola. A decade in the game, the black-owned company is not only known for its high quality flower, but initiatives such as Viola Cares which offers education, expungement and incubation programs for communities of color within the cannabis industry.

On the evening of  Friday, October 1st, after a beautiful sunny day in Los Angeles, Viola celebrated the release of their new Iverson ‘96 strain, marketed as “premium flower with purpose.” The theme was purple for the color of Viola, as they took over Goya Studios in the heart of Hollywood with a whole half basketball court outside where folks could shoot and play around.

The weed? Indica hybrid Grape Smasher and Secret Kush Mints. The evening included that moment when Al Harrington imitated Allen Iverson when he said he wanted a weed that tasted like champagne — Dom Perrignon to be exact. Al also gifted Iverson his own Dr. Iverson lab coat, and bottle of Dom Perrignon, with attendees crowded around them. At the end, Al asked everyone to join him in chanting: “welcome to the cannabis industry, AI!”

The evening was exclusive and intimate, joined by celebrities including Matt Barnes, Baron Davis, Chanel West CoastEmaza Dilan (formerly part of sister duo Ceraadi), Buddy, Guapdad 4000, Kalan.FrFr, and more.