Planet 13 Launches Lifestyles Brand Company; Signs 1st Sponsored Athlete in UFC Title Contender Chito Vera

Photo by Slack Barrett

LAS VEGAS, July 24, 2024 – PRESS RELEASE – Planet 13 Holdings Inc., a leading vertically integrated multistate cannabis company, announced the launch of its non-cannabis touching Lifestyles brand company, and its first sponsored athlete, MMA star Chito Vera. The timing couldn’t be better with Vera scheduled to fight live nationally on ABC TV at UFC Abu Dhabi on Aug. 3. A win in this fight for the Ecuadorian UFC star could lead to a title shot.
           
“Chito Vera is the perfect fit for Planet 13 and our new Lifestyles brand,” Planet 13 Co-CEO Larry Scheffler said. “He’s a dynamic crossover star with a wide demographic reach that touches much of Planet 13’s existing fan base. Vera is currently the UFC No. 4 ranked title contender, a household name for any fight fan, an adrenaline junkie with ties to the X-Games, a fashion and classic car guru, and with Chito you can expect to get 110% every time. We're extremely excited for this new partnership and what's to come with Chito and Planet 13 Fight Club, the combat sports division of our Planet 13 Lifestyles brand."

Vera made his UFC debut in 2014 and has since become one of the most popular fighters in MMA. Known for his swagger, aggression, versatility and well-rounded skills, he has earned several impressive victories in the octagon, showcasing his ability to finish fights both on his feet and on the ground. Outside of his fighting career, he’s a proud family man with many interests, like fashion, music, surfing and skateboarding.

As part of the partnership, Vera will be promoting Planet 13’s apparel and brand on his social platforms and his podcasts, along with media appearances. He'll also be making appearances at events for Planet 13 in Nevada, California and beyond. Planet 13 Fight Club will be a featured sponsor of Vera's gym in Costa Mesa, Calif., a stone's throw from Planet 13 Orange County.

“I am very excited to announce my partnership with Planet 13 and bring some exciting events to the UFC fan community,” Vera said. “I love the team at Planet 13, and I’m excited to get to work and represent them at my next fight!” 

Vera is just the first celebrity who will shine the spotlight on Planet 13’s new Lifestyles brand strategy that promises to expand Planet 13’s reach beyond cannabis and into the mainstream cultural realm in the world of sports, music, fashion and entertainment.

“Our Lifestyles brand is a strategic step to grow Planet 13 into a household name, and the new company allows us to expand our exposure globally without being bound by restraints that are put on cannabis products in certain jurisdictions,” Planet 13 Co-CEO Bob Groesbeck said. “This includes sponsoring athletes and lifestyle enthusiasts who use cannabis legally within the testing requirements of their respective professions and daily lives, especially dynamic stars like Chito Vera who have huge mainstream followings on their socials that reach beyond fight fans.”

Planet 13 Fight Club, a line of MMA-inspired apparel and gear and the full Planet 13 Lifestyles collection, can be found on https://planet13lifestyles.com/