L-R: James Hinchcliffe, Terrell Davis, Marcus Ericsson

Public New York City is working with DEFY, the first mainstream hemp extract performance beverage specifically for athletes.

NFL Hall of Famer Terrell Davis is founding partner of DEFY. The former Denver Broncos running back is an evangelist for CBD, praising its migraine-mitigation, swifter recovery from injuries and anxiety-reduction benefits, He also is a Forbes contributor who writes about CBD's health advantages..

Davis believes his career, which was shortened by injuries would have been extended if CBD had been available to players. He is petitioning the NFL and offering support to identify the right study protocols that may eventually lead to adoption and integration.

DEFY has formed a partnership with Arrow Schmidt Peterson Motorsports that resulted in the product’s branding appearing on two cars racing in this weekend’s Indianapolis 500. James Hinchcliffe and Marcus Ericsson will be behind the wheel of those cars.

Marco Larsen launched Public NYC a dozen years ago. Earlier, he was VP-publicity at Blue Star Jets and VP-media communications at Osmotics Cosmeceuticals.

Public NYC has worked with Zurich Financial, Qatar Airways, Hoopes Vineyard, SETI Institute and Saint James Apparel.