“Skiing is a very creative sport…your brain just goes to this flow state where you’re not even thinking, you’re just skiing, and cannabis just helps you get into that zone.”

It’s cold outside, and dark. Time to toke.

Marketing cannabis through celebrity and pro athlete endorsements is a relatively new and unstudied concept.

The idea that Ross Rebagliati’s gold medal -- the first Olympic medal to be awarded in the history of snowboarding -- should end up on display at a cannabis dispensary owned by Rebagliati himself, is astonishing, ironic, and entirely fitting.