Industry News
Gary Payton’s RAW Papers Partnership Brings Celebrity Branding to the Rolling Aisle
Rolling papers rarely make headlines, but a signature collaboration is putting the humble paper back in the spotlight. NBA Hall of Famer Gary Payton — "The Glove" — has teamed with RAW founder Josh Kesselman on a co-branded line of organic hemp papers, and the partnership is drawing a fresh wave of coverage this July as it broadens its retail footprint.
For a store whose rolling aisle stocks staples like Zig-Zag, Top, Zen, and Classic, it's a reminder that papers have quietly become a branding battleground of their own.
What the Collaboration Entails
According to a July 8, 2026 feature in IBTimes UK, the Gary Payton x RAW papers are built on RAW's familiar organic hemp base with an organic acacia gum line. The twist is presentation: the packaging carries Payton's name and signature, and the papers use a textured, "basketball-feel" finish produced with a specialized rubberized print — details pitched to make the packs collectibles as much as consumables, in the vein of a signed jersey or trading card.
The campaign runs under an "Enjoy Being Natural" tagline. Payton has tied the project to a personal story, telling interviewers his mother used cannabis during her cancer treatment — framing the line around natural alternatives. (Those are Payton's personal comments; rolling papers themselves make no medical or health claims, and none are authorized here.)
RAW, made by parent company HBI, has spent years turning unbleached, additive-free papers into a lifestyle brand, and Kesselman — often billed as the "Willy Wonka" of the rolling world — has leaned hard into culture and collaboration to stand out in a crowded aisle. For more on the brand's history, you can read Why RAW Changed Its Packaging.
Why the Rolling Category is Suddenly Competitive
The rolling category has shifted. Pre-rolled cones, flavored and hemp wraps, and premium unbleached papers have splintered what used to be a simple choice between a few legacy brands. Collaborations — with athletes, musicians, and other names — are now a common way for paper brands to command attention and shelf space. The RAW x Payton line sits alongside earlier RAW tie-ins and mirrors moves rivals have made to modernize a product that hasn't fundamentally changed in a century, much like how Dutch Masters undergoes first major brand overhaul to stay relevant.
It also arrives during a busy stretch for the brand: Kesselman spent part of the month hosting a RAW-themed car show in Alcoy, Spain — near the historic paper-making region tied to RAW's supply — keeping the label in headlines beyond the product itself. This focus on lifestyle branding is similar to how Al Capone Cigarillos has gained momentum through natural-leaf growth and culture-focused marketing.
What it Means for Shoppers
- Papers are an accessory, not a nicotine product, but they're used with materials that are age-restricted, so the same adults-only rules apply at checkout, similar to purchasing Filtered Cigars.
- Pay for paper, not just the name. A celebrity signature is a collectible feature; the smoking experience still comes down to the base material (hemp vs. wood pulp vs. rice), gum quality, and thickness. RAW's draw has always been unbleached, additive-free construction — the collab keeps that base. Those looking for traditional options might still prefer Job Gummed Cigarette Papers.
- Legality depends on what you use them with. Rolling papers are legal accessories, but the smoking materials rolled in them are governed by separate federal, state, and local laws. For example, Tobacco Products & Smoking Accessories are subject to varying regional regulations.
The Bottom Line
The Gary Payton x RAW papers won't change how a paper burns, but they capture where the rolling aisle is going: branded, collectible, and increasingly built around names and culture rather than just utility. For shoppers, the smart move is the same as always — judge the paper on its material and construction first, and treat the signature as a bonus. Whether you are using them for legal herbs or Premium Tobacco Wraps, quality remains the most important factor.