Los Angeles, CA (March 26, 2025) — In March 2025, Paramount Running, a premier run club based in Tokyo, Japan, is teaming up with RIVR, a cannabis and mushroom-infused yerba mate and tea brand owned by the Southern California-based Soboba Band of Luiseño Indians, to participate for the first time in The Speed Project, a 300+ mile race from Santa Monica, CA to Las Vegas, NV.

Lono Brazil, founder of Paramount Running, aims to be the first Japanese team to conquer this momentous race. “We’re the first Japanese team joining this race, so we collected a ‘community all-star’ team of runners with vibes, showing how Japanese runners get down.” Nature and sound is at the core of what connects Paramount Running and RIVR. “Through running you connect with the presence and the environment that surrounds you. Getting out to explore while physically moving brings energy to the body. Now, add nature sounds. That is the Paramount Running Experience!”

Eddie Lee, brand ambassador for RIVR and crew captain for Paramount Running during March’s The Speed Project, will be giving an inside look to a race that traditionally has no spectators and no single route.

“We’re bringing a real-time, behind the scenes look at the sheer efforts that go into completing this race to give our runners a platform to inspire other running enthusiasts. The race takes a runner who can push past their limit and a dedicated crew who can anticipate every possible scenario. We’re pacing them, feeding them, making sure that they have fun and feel safe during the entire 300+ mile trip. Some of our Japanese team have never run in the States before. They don’t necessarily even know what’s going to happen until they step out of the car. There are a lot of first time memories in the making during this race,” says Lee.

Brazil says, “Running in the desert is a unique experience for us since we don’t have such a landscape. This trip is going to go beyond our expectations and we’re all ready for it.”

Sasha Pachito, director of Soboba Economic Development Corporation who oversees RIVR on behalf of the tribe says, “Our tribe is excited to partner up with Paramount Running in this historical achievement. The Soboba Band of Luiseño Indians have a long history of being athletes and runners, whether we are on the softball field or running in our canyons, we continue to be strong, healthy, and resilient in a changing world. We believe this partnership represents who we are as people straddling both worlds.”

RIVR will be sharing the content series on @drinkRIVR using #rivrTSP where viewers can follow Eddie Lee, the crew, and Paramount Running’s entire 300+ mile journey to the finish line.

ABOUT PARAMOUNT RUNNING

Started in Tokyo by Lono Brazil, founder of Cosmos Juice, in 2021 to tap into emotions during a run. Brazil believed the feeling of dancing in a club all night and going for a long run are equally exciting and wanted to share that with a community that did not yet exist.

最高の思い出になるよう、楽しく、気持ちよく走り切ります！宜しくお願いします！

ABOUT RIVR

Owned by the Soboba Band of Luiseño Indians, RIVR is a cannabis and mushroom infused teas born from over 1,000 years of ancestral wisdom. Crafted with ethically sourced and naturally processed yerba mate, hemp, and mushrooms, RIVR inspires a profound appreciation for the natural world through products delivering euphoric and relaxing experiences. Our mission is to honor the Tribe’s resilient spirit, build financial sustainability, and preserve their cultural heritage for future generations.

ABOUT THE SOBOBA BAND OF LUISEÑO INDIANS

Established by the United States government in 1883, the Soboba Band of Luiseño Indians is a federally recognized tribe based in Southern California. The tribe has a long history of resilience, community, and respect for the natural world. Through initiatives like RIVR, the Soboba Tribe continues to build financial sustainability and preserve their cultural heritage for future generations.

RIVR is available for direct-to-consumer purchase via its website as well as in select retail locations. For more information, visit drinkrivr.com and @drinkrivr.