With a newly launched cannabis brand and an e-betting endorsement, five-time Pro Bowl running back Marshawn Lynch is building a business empire doing all the things everyone told him not to.

Lynch earned the adoration of Seattle Seahawks fans — for whom he hoisted the Lombardi Trophy in 2014 — en route to becoming widely admired across the National Football League during his career.

Now the 34-year-old is focused largely on his entrepreneurial endeavours, he told Reuters, including a SportsBettingDime.com endorsement, and his Dodi Blunts business, a crafted cannabis brand in his native Oakland, California, that distributes to 24 retailers in the Bay Area.