He saw the opportunity, and he took it. Respect. Jaleel White, the actor who portrayed the annoying yet lovable nerd Steve Urkel on the show Family Matters is jumping on the weed train and releasing his own cannabis brand with 710 Labs called ItsPurpl which features variants of the indica strain "Purple Urkle." White says:
The thing that always stood out to me was there no clear brand leader for fire purple weed. It made no sense to me, that no company of significance had claimed this lane, so why not me?