Kevin Love Invests in Shift Naturals

What’s happening: NBA champion Kevin Love has joined The Angel Group in backing Shift Naturals, a fast-rising performance-wellness brand known for its full-spectrum hemp formulations. The new capital will help Shift scale production, expand its retail footprint, and fund clinical validation studies for its CBD-plus-terpene recovery line.

Founded by athletes for athletes, Shift’s mission is simple: make plant-based recovery accessible, effective, and stigma-free. Its formulas target stress, inflammation, and sleep quality — key areas Love himself has publicly championed throughout his career.

Why it matters: Athlete investors are reshaping the wellness landscape. What started as endorsement deals has evolved into ownership stakes in science-backed recovery brands. With pro athletes increasingly prioritizing mental health and sustainable performance, hemp-derived compounds are gaining mainstream credibility.

Shift joins a growing wave of “clean recovery” brands bridging natural ingredients and measurable outcomes — merging sport, science, and mindfulness in one bottle.

The Playbook Take: Kevin Love isn’t just another athlete endorsement — he’s validation that recovery has gone cultural. His investment underscores a new era where performance is measured not only by output but by how well athletes rest, reset, and restore. Shift Naturals is building the playbook for that future — calm, focused, and backed by the pros. Plus taps back into some of his Oregon roots.