À medida que os organismos reguladores globais apertam as regras de marketing de nicotina, uma enorme vaga intersetorial de endossos por celebridades transformou o panorama do vaping. De rappers lendários a campeões mundiais de boxe, figuras de grande destaque estão a aproveitar as suas enormes bases de fãs para lançar marcas de vape de que são proprietárias, ou para garantir acordos de endosso altamente lucrativos — redefinindo a forma como estes produtos são comercializados em todo o mundo.
Generally, celebrity involvement falls into two categories: Directly founding or Co-branding vape lines (highly popular in the modern disposable market), or acting as commercial brand ambassadors, a practice that peaked during the early, unregulated days of the industry.—
A Elite da Música e do Desporto: Linhas de Vape de que São Proprietárias e Co-Branded
De forma geral, a participação de celebridades cai em duas categorias: Fundar diretamente ou co-branding de linhas de vape (muito popular no mercado moderno de descartáveis), ou atuar como embaixadoras comerciais de marca — uma prática que atingiu o auge nos primeiros tempos da indústria, ainda sem regulamentação.—
1: Os Poderosos do Hip-Hop e do R&B
Hip-hop culture and vaping have become deeply intertwined, with several major artists launching highly successful disposable lines:
Snoop Dogg (Death Row Vapes & LBS):
As a global icon of cannabis culture, Snoop Dogg has expanded into nicotine. His brand, Death Row Vapes (such as the DR15000), leverages the legendary hip-hop label’s branding. He previously endorsed the brand LBS at the Dortmund Tobacco Exhibition.
6ix9ine (Dummy Vapes):
Known for his colorful persona, rapper 6ix9ine partnered with Dummy Vapes. The devices feature a vibrant, cartoonish caricature of the artist as the official logo.
Chris Brown (CB15K):
The R&B superstar launched the CB15K disposable line. To appeal to collectors and fans, each device comes packaged with an exclusive, custom-designed cartoon collector card created by Brown himself.
Juicy J (J7K):
The Oscar-winning rapper and producer introduced his J7K disposable series, featuring street-culture-inspired flavor profiles like “Exotic Paan.”
Nicky Jam (Nicky Jam X Fume Vape):
The Latin music sensation collaborated with industry giant Fume to launch a co-branded 10,000-puff disposable device targeting the massive Latin American and US Hispanic markets.
A Estética Desportiva de Dura/Machão
No mundo do desporto, atletas de combate e ícones de “machão” alinharam-se com sucesso com produtos de vape de alta capacidade e alta resistência:
Mike Tyson (Tyson 2.0 / Tyson Vapes):
The legendary heavyweight champion has built an empire in both the cannabis and nicotine sectors. His “Tyson Vapes” line (including the Tyson 2.0 Heavyweight and Round 2) boasts high nicotine concentrations and marketing that promises flavors “as hard-hitting as a punch.” This success has sparked a broader “boxing-vape” trend across the industry.
Floyd Mayweather (TMT Vape):
Undefeated boxing legend Floyd Mayweather extended his iconic commercial apparel and lifestyle brand “The Money Team (TMT)” into the vaping market. He launched the TMT by Floyd Mayweather 15000 Puffs, a high-capacity disposable vape sold across North America and select Latin American markets.
Hulk Hogan (Hulkamania Vapes):
WWE wrestling legend Hulk Hogan joined the market with his “Hulkamania” disposable line, featuring bold, high-capacity hardware (18ml, 8,000 puffs) wrapped in his signature red-and-yellow branding.
Ronaldinho (Insta Puff Ronaldinho 10):
Brazilian football legend Ronaldinho licensed his iconic “R10” brand to Insta Puff for a 15,000-puff disposable vape, targeting sports fans across Europe and Latin America.
Dennis Rodman (Rodman Vapes):
The eccentric NBA Hall of Famer launched his own line of colorful, graffiti-covered disposables (Rodman 9100), mirroring his famous rebellious personal style.
Attila Végh (VIKA Champ):
The Slovak MMA fighter founded and personally endorses his own nicotine pouch brand, VIKA Champ, featuring his portrait directly on the packaging.
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The Early Era: High-Profile Commercial Endorsements (2010–2016)
Before the US Food and Drug Administration (FDA) and European authorities heavily restricted electronic cigarette advertising, early industry giants like Blu and NJOY spent millions on mainstream television and print campaigns featuring Hollywood actors and rock stars.
Stephen Dorff (Blu e-Cigs):
O ator de Hollywood foi a estrela de uma campanha publicitária de televisão minimalista e altamente bem-sucedida para a Blu, em preto e branco. O seu slogan, “Rise from the Ashes”, tornou-se um clássico do marketing inicial do vape, enquadrando os cigarros eletrónicos como uma alternativa sofisticada ao tabagismo.
Jenny McCarthy (Blu e-Cigs):
The famous model and TV host served as an official spokesperson for Blu, appearing in commercials where she praised vapes for eliminating the smell of traditional cigarettes and improving her romantic life.
Courtney Love (NJOY):
The frontwoman of the rock band Hole starred in a controversial, rebellious ad for NJOY. In the commercial, she openly vaped indoors in defiance of smoking bans, dismissing critics as “uptight.”
Bruno Mars (NJOY Investor & Advocate):
Following the passing of his mother, pop star Bruno Mars publicly announced his transition to vaping to protect his health. He actively promoted NJOY on social media and became an early strategic investor in the company.
“Organic” Brand Ambassadors: Unofficial Hollywood Influencers
Some of the world’s biggest stars have never signed official endorsement contracts, yet their frequent public use of vapes has done more to popularize vape culture than any paid campaign.
Leonardo DiCaprio is perhaps the most famous unofficial vape ambassador. His appearance at the 2016 SAG Awards, where he openly used an Innokin box mod at his table, went viral globally and instantly popularized high-end, sub-ohm vaping devices.
Similarly, Johnny Depp showcased a vape on the silver screen in the 2010 film The Tourist, marking the first high-profile appearance of an e-cigarette in a major Hollywood movie. Other stars, like Samuel L. Jackson, frequently share photos of their extensive collections of high-end, custom-made vape mods on social media.
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Plus: The Green Rush: Cannabis, Hemp, and CBD Vaporizer Empires
Unlike athletes who primarily rely on white-label licensing to monetize their names in the nicotine sector, certain celebrities are “cultural architects” of the hemp and non-nicotine vaping movement. Their product lines are direct extensions of their music, lifestyle, and personal brands.
Top Rappers: Hardware-Driven Cannabis Icons
The hip-hop community is the core driver of global cannabis vaporization culture. Beyond simple endorsements, these artists have integrated their personas directly into vaporizer hardware:
Berner (Cookies / Cookies Hemp):
San Francisco rapper Berner (Gilbert Milam Jr.) is a titan in the global cannabis and lifestyle space. He founded Cookies in 2015, growing it into a global empire. For markets where high-THC products are restricted, the brand launched Cookies Hemp, offering a massive line of high-purity CBD, Delta-9, THCA, and H4-CBD cartridges and disposable vapes.
Afroman (Wonderful Cannabis Company / Afroman Hemp):
Famous for his Grammy-nominated, cult-classic anthem “Because I Got High,” rapper Afroman has turned his personal brand into a highly successful vaping venture. Under his Wonderful Cannabis Company and Afroman Hemp lines, he introduced mega-capacity 5-gram disposable vaporizers to satisfy North America’s demand for larger devices.
Wiz Khalifa (Khalifa Kush / KK):
As a premier cannabis icon alongside Snoop Dogg, Wiz Khalifa owns his independent strain and brand, Khalifa Kush. Partnering with major hardware distributors across legal states, KK offers high-potency THC/CBD vape cartridges and disposables, featuring the authentic pine and citrus aroma of the classic “OG Kush.”
Lil Wayne (GKUA Ultra Premium):
Hip-hop legend Lil Wayne introduced GKUA Ultra Premium, a high-end cannabis vape brand focusing on maximum potency. The brand features exclusive, custom-designed GKUA battery sticks and high-purity Live Resin vape pods, marketed specifically to provide fans with an “inspiring and elevated” experience.
B-Real (Dr. Greenthumb’s):
The frontman of the legendary hip-hop group Cypress Hill is a true pioneer of the cannabis industry. B-Real established the massive dispensary chain Dr. Greenthumb’s and launched a line of proprietary 510-threaded cartridges and vaporizers named after his iconic songs, holding a legendary status on the US West Coast.
Tory Lanez (Black Leprechaun):
Canadian rapper Tory Lanez navigated the federal legal loopholes of the US Farm Bill by partnering with Bay Smokes to launch Black Leprechaun. This brand focuses on Delta-8 THC, HHC, and THC-P disposable vape pens, allowing fans in non-recreational states to legally order and receive these products via interstate mail.
Rock and Heavy Metal Legends: Hardcore Aesthetics
In contrast to the flashy marketing of the hip-hop scene, rock and metal stars design their vape brands with a focus on “tour recovery” and dark, hardcore aesthetics:
Shavo Odadjian (22Red):
The legendary bassist of the world-renowned metal band System of a Down founded the lifestyle brand 22Red. This brand is built entirely around high-tech vaporization, offering sleek, all-black, minimalist CBD and THC disposable vape pens and live resin cartridges that appeal to both rock fans and tech-savvy vape purists.
Ivan Moody (Greenings):
The lead vocalist of Five Finger Death Punch struggled with severe anxiety during high-intensity tours. After finding relief through CBD vaping, he founded Moody’s Medicinals, which later expanded into Greenings—a brand offering high-potency cannabinoid vaporizers and pre-filled cartridges designed for physical and mental recovery.
Hollywood Stars and Influencers: Vaping as a “Lifestyle”
Hollywood celebrities tend to avoid “street-style” branding, opting instead to package vaporizers as sleek, high-tech wellness accessories focused on meditation, relaxation, and aesthetics:
Bella Thorne (Forbidden Flowers):
Former Disney star and Hollywood actress Bella Thorne partnered with Glass House Farms to launch Forbidden Flowers. Breaking away from industrial designs, her vape cartridges feature colorful, holographic, and feminine packaging.
Tommy Chong (Chong’s Choice):
An absolute legend of American counterculture and star of the classic comedy duo Cheech & Chong, Tommy Chong launched Chong’s Choice. The brand offers portable CBD vape pens and high-purity 510 cartridges tailored specifically for senior consumers and long-time connoisseurs.
Dan Bilzerian (IGNITE):
International playboy and poker player Dan Bilzerian built his IGNITE empire originally around CBD vapes. Leveraging his hyper-masculine, rebellious “bad boy” persona, IGNITE’s goat-logo disposable CBD pens successfully penetrated nightlife and club channels worldwide.
Sports Legends: Pain Management and Recovery
Vaporizers launched by professional athletes are 100% functional, focusing on muscle recovery, anti-inflammation, and pain management rather than recreational flavors:
Al Harrington (Viola Brands):
Former NBA player Al Harrington is one of the most successful athletes-turned-entrepreneurs in the cannabis space. Inspired by his grandmother Viola’s battle with glaucoma, he founded the brand to provide natural relief. Viola features highly sophisticated Live Resin and CBD vape lines and stands as one of the premier Black-owned cannabis brands in the United States.
Rob Gronkowski (CBDMedic):
Legendary NFL Super Bowl champion “Gronk” became a major shareholder and advocate for CBDMedic after using CBD to manage chronic injuries post-retirement. While the brand is famous for topicals, Gronkowski has actively backed and promoted their research into high-purity, inhalation-safe CBD hardware for athletes.
Regional Dynamics: How Regulations Shape Celebrity Marketing
The style of celebrity vape marketing varies dramatically across the globe, dictated almost entirely by local advertising laws and cultural preferences.
Europa e Reino Unido: Marketing Discreto e Fashion
Devido à Diretiva dos Produtos do Tabaco (TPD) da União Europeia, a publicidade direta a vapes na televisão, rádio e plataformas online é estritamente proibida. Consequentemente, o marketing europeu passou de endossos de celebridades ostensivos para posicionamentos subtis “orgânicos”.
Atores britânicos como Tom Hardy e personalidades televisivas como Richard Hammond (da fama do Top Gear) são frequentemente fotografados por paparazzi a usar mods avançados de sistema aberto, mantendo o vaping visível ao público.
Além disso, as grandes empresas multinacionais de tabaco têm historicamente usado o conceito de “stealth marketing” ao patrocinar lounges VIP nos London e Paris Fashion Shows. Ao oferecer dispositivos elegantes a supermodelos como Kate Moss e Cara Delevingne, as marcas conseguiram posicionar os vapes como acessórios de alta moda sem violar proibições diretas de publicidade.
Asia: From Early Celebrity Booms to Nightclub Culture
In Asia, the marketing landscape has shifted rapidly due to tightening regulations:
- China: During the “vape boom” of 2018–2019, brands hired massive stars. Most notably, Smartisan co-founder Luo Yonghao’s brand, “vvild,” hired fashion icon Edison Chen as its creative director and spokesperson, launching the campaign “Don’t Be So Wild, Be vvild.” However, China’s subsequent online sales ban ended these mainstream campaigns.
- South Korea: Vaping culture is heavily concentrated in the underground hip-hop (such as the Show Me The Money community) and Gangnam nightclub scenes. Local rappers frequently feature vapes in music videos and collaborate with local vape shops on custom e-liquid flavors and device skins.
- Southeast Asia: In countries like Indonesia and the Philippines, where open-system vaping is highly popular, local actors, rock musicians, and YouTube influencers regularly partner with e-liquid manufacturers to launch signature e-liquid lines, hosting massive meet-and-greet events at regional vape expos.
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O Veredito: Modelos Globais de Vape de Celebridades e o Seu Futuro
A interseção entre a cultura de celebridades e o vaping depende fortemente das leis regionais, dos tipos de produtos e das políticas públicas de saúde que estão a mudar.
| Modelo de Participação | Principais Mercados-Alvo | Principais Tipos de Produto | Perspetiva Regulatória |
|---|---|---|---|
| Marcas de que as Celebridades São Proprietárias | América do Norte, América Latina, CIS | Descartáveis de alta nicotina e alta capacidade | Alto Risco: Enfrentando medidas de forte exigência da FDA e proibições de importação devido à falta de aprovações PMTA e a designs apelativos para jovens. |
| Posicionamentos Discretos & “Orgânicos” | Reino Unido, Europa Ocidental | Sistemas de pod elegantes, mods de sistema aberto | Estável, mas Restrito: Limitado estritamente ao uso privado e a fotos de paparazzi “orgânicas”, já que o marketing direto com influenciadores está proibido. |
| E-líquidos de Assinatura | Sudeste Asiático, Médio Oriente | E-líquidos premium de sistema aberto | A crescer: Muito bem-sucedidos em mercados de sistema aberto, onde a pressão regulatória sobre o hardware é menor. |
| Vaporizadores de Bem-Estar & CBD | América do Norte, Alemanha, Suíça | Vaporizadores de ervas secas CBD/THC e de óleo | A expandir: Posicionados como produtos premium de saúde e bem-estar, apoiados por estrelas de primeira linha como Gwyneth Paltrow (Goop) e Seth Rogen (Houseplant). |
À medida que grandes mercados como o Reino Unido se preparam para implementar proibições de vapes descartáveis, e a FDA dos EUA continua a emitir cartas de alerta a produtos de marcas ligadas a celebridades (como a Tyson 2.0), a era dos vapes descartáveis chamativos e apoiados por celebridades está a enfrentar obstáculos legais sem precedentes. Doravante, espera-se que a participação de celebridades se desloque mais da nicotina para o cannabis legal, CBD e produtos de inalação ativa com foco em bem-estar.
