![Ice-T Doesn't Get High—So Why Did He Open A Cannabis Dispensary? [Interview]](/_next/image?url=https%3A%2F%2Fimageio.forbes.com%2Fspecials-images%2Fimageserve%2F67eeb074535421a98e591a05%2F0x0.jpg%3Fformat%3Djpg%26crop%3D2831%2C1592%2Cx0%2Cy85%2Csafe%26height%3D900%26width%3D1600%26fit%3Dbounds&w=3840&q=100)
Ice-T Doesn't Get High—So Why Did He Open A Cannabis Dispensary? [Interview]
LAW & ORDER: SPECIAL VICTIMS UNIT — Season: 26 — Pictured: Ice T as Sergeant Odafin "Fin" Tutuola — ... More (Photo by: Art Streiber/NBC via Getty Images)
'I've been in some of the most intense contact that a man—a human—can be in. I've been locked in cars with Snoop. I was in the back of my son's dispensary and they were smoking every f****** kind of weed in there… weed called Dead Body and Autopsy and all this,' says Ice-T in an exclusive interview. 'I was so high that I stood up, did a 360 like I was leaving, and sat back down. I don't know what the f***.'
If there's a contradiction more compelling than this, it's hard to find: Ice-T, the rapper who soundtracked generations of rebellion, who rose from the streets of South Central to the badge-wearing screens of 'Law & Order,' doesn't smoke weed—and yet, he just opened one of New Jersey's most anticipated cannabis dispensaries.
He's entering a fast-growing market. New Jersey's cannabis industry surpassed $1 billion in combined medicinal and recreational sales in 2024, marking a nearly 25% increase from the previous year's total of $800 million. Recreational cannabis sales alone accounted for approximately $789.8 million in 2024, reflecting the state's robust growth in the adult-use market. Analysts project that New Jersey's cannabis market will continue to expand, potentially reaching annual sales of $1.6 billion by 2025.
At 67, Ice-T isn't here to perform a role. He's not here to play into stereotypes or chase quick wins. His story with cannabis is older than legalization. It's layered, cautious and built around a singular principle: survival.
'I just never smoked,' he explains. 'I'm an orphan. I don't have a mother, father, sisters, brothers, uncles... And I just always felt being high compromised my position in the streets.'
As a young man, Ice wasn't repulsed by cannabis. He was immersed in it. He sold it. He moved 'five-finger bags' in the post-high school years. He watched a friend get kicked out of school for dealing dollar joints. But for himself? Smoking wasn't part of the plan.
'I felt like being drunk or high was not attractive to me. I felt like if I hit the ground for some reason, it was nobody's job to pick me up.'
Even as the world around him swirled in smoke and bravado, Ice-T carved out his own lane. No tattoos. No drinks. No drugs. Just eyes open, always scanning.
In one defining moment, a neighborhood OG pressed him to take a hit. Ice refused. The man tried to humiliate him. 'You's a b**** if you don't hit the joint,' he snapped. Ice didn't flinch: 'If I am… Then, make me hit it.' That was the end of it. From then on, nobody questioned him. 'He don't get high,' the same OG would repeat. It became the line of defense. An identity.
'Whatever you're going to do, it always should be a choice,' he says. 'Maybe in college there's a lot of peer pressure, but there wasn't peer pressure to do it where I grew up. You just had to stand on your s***.'
He sees it all as performance. 'If smoking cigarettes makes you look cool or drinking alcohol makes you look cool, then you got a problem… you're doing something else to look cool.'
'So, some people just got it,' he shrugs. 'And I don't know, there's a lot of people using crutches…'
In his crew, Ice became the default designated driver before the concept even had a name. His friends liked it. They respected it. His sobriety wasn't a buzzkill; it was a flex, a shield, a stance, a benefit to his friends.
As time passed, the streets shifted, but Ice's stance didn't. He left crime behind. Got famous. Got smart. Cleaned up everything, down to the smallest habits.
'Once I got out of the game, I stopped jaywalking. I was like: I don't steal toothpicks out of a restaurant. So nothing illegal was attractive to me at the point when you guys started to know me. Ice was rapping about his past. I'm not like one of these rappers that's going to rap themselves right into jail. F*** that.'
This refusal to bend—to fashion an image around bad behavior—is part of why Ice-T survived, and others didn't. His definition of 'gangster' isn't some Instagram aesthetic. It's composure. It's clarity.
'People ask me, what is gangster? I said it means I don't back up. I'm cool, but when you start issuing me ultimatums, then I don't really rock with that.'
And for anyone still trying to measure authenticity by how loud, high or flashy someone is: 'Street cred is a word nobody in the streets ever uses. You either got it or you don't. That's like, white people say, 'Do you have street credibility?' I was never challenged. People just can feel how you move… You either have it or you don't.'
Still, despite his abstinence, Ice never turned his back on cannabis. He watched the industry bloom. The stigma shrink. The culture shift.
And eventually, he tried edibles. Dabbled in mushrooms. Entered the age of 'chronic delay.'
'My son smokes a lot. We say weed gives you chronic delay. So what chronic delay is, if I say, 'What's your name?' You say, [pauses for 3 seconds] 'Javier.' I go, 'You want to go to the store?' [Pauses for 3 seconds] You're like… 'Okay.' That's that chronic delay.'
Turns out, even when you don't smoke, proximity counts.
'I've been high off weed,' he says, recalling the aftermath of another visit to his son's dispensary. By the time he got home, he was in full-blown munchie mode. 'We stopped at Dunkin' Donuts. It was 11:30 at night. I imagine I just needed some donuts,' he shrugs. 'It's not like I don't do weed. But it's just never been something I've been into.'
Still, he's quick to acknowledge the joy it brings others. The laughter. The relaxation. The munchies. The vibes.
'It just makes m***** laugh a lot and eat. That's all it does. All of a sudden, any comedian is funny as f***. So, that's fantastic.'
Ice Cube at The Medicine Woman
There's no holier-than-thou attitude here. No superiority. Just perspective. A life built on vigilance that eventually found its way to nuance. And in the background, the business wheels began to turn.
'At the end of the day, I knew that it was a great business opportunity. As time went on, it became clear to me that this was a new wave—and it was something I wanted to get involved in.'
And that's exactly where the story shifts—from past to present, from personal to professional. The man who never got high has now opened his own dispensary in Jersey City.
For Ice-T, stepping into the cannabis industry wasn't a celebrity stunt—it was a calculated move, rooted in trust and vision. He wasn't chasing hype. He was looking for people who'd done the work.
Charis Burrett
'I knew Luke and Charis,' he says, referring to his longtime friends and now business partners, Charis and Luke Burrett. 'I've known Charis and them for many years, from L.A. I knew them when they had a clothing line. I knew that they were running a legal cannabis dispensary in L.A. for years.'
The Burretts, founders of The Medicine Woman, had been in the cannabis game long before Ice came knocking. Back in 2015, under California's Prop 215 framework, they launched the brand as a nonprofit delivery service, long before sleek branding and dispensary lounges became the norm.
'As a legacy brand starting under Prop 215 in California, there have been so many changes and learning curves,' says Charis Burrett. 'The Medicine Woman prides itself on being the best experience for customers, from service to education to product sourcing and pricing.'
That legacy is what Ice wanted to tap into. But what started as a mentorship conversation quickly evolved into something deeper.
'I called them and said, 'If I have action at getting a dispensary, would you guys mentor me?' And they said, 'No, we'll partner with you and we can franchise The Medicine Woman.''
The opportunity wasn't random. Ice had been politically active in his home state of New Jersey, rallying support for then-gubernatorial candidate Phil Murphy. That effort paid off, both for Murphy and for Ice.
'We were involved with the governor… we kind of helped him get the Black vote. We were out there working for him,' Ice says. 'And during that, I said, 'So where do you stand on cannabis?' And he says, 'If I make it in, I'm going to legalize it.' So I felt like I had inside info. I was like, 'Oh s***.''
That spark turned into a five-year journey. Bureaucracy, real estate, licensing, background checks, compliance—nothing came easy. But Ice, Charis and their team kept checking boxes. Veteran. Black-owned. Woman-led. LGBTQ-represented. They weren't building a vanity project; they were building a blueprint.
'It's just that complicated,' Ice says. 'Now you know why people just sell it out of their f****** trunk.'
'We had myself, who's a veteran. I'm Black. Charis is a white woman. Our other partner, John, is a gay man. We were checking every box that they wanted to give these licenses to.'
'Even though I have white partners, they have a Black partner,' he adds. 'So, there you go.'
The result? The Medicine Woman Jersey City—a 10,000-square-foot facility located at 660 Tonnelle Avenue. Just north of Manhattan Avenue, along Route 1 and 9, the flagship dispensary opened its doors in late March of 2025.
It's a well-timed bet. Nationwide, legal cannabis sales reached $32 billion in 2024, with projections pointing to $55 billion by 2030. But in a crowded space, celebrity-backed ventures are hit or miss—making legacy know-how and local equity initiatives like The Medicine Woman's even more important.
'We are so excited to bring that same experience [from California] to New Jersey,' says Charis. 'There are so many things that change or are a challenge behind the scenes that most people don't realize.'
Among them: sourcing. Because of state-by-state restrictions, they can't bring California product east. 'Dispensaries can only purchase their products from growers and distributors that are licensed in the state of New Jersey,' Charis explains. 'Meaning we can't bring California cannabis products to New Jersey. So sourcing new products and making new relationships with the cannabis community in New Jersey is exciting and ongoing.'
Everything from storage to staff training to sticker placement is governed by local law. 'There are thousands of regulations and laws that differ from California, so it's extremely time and monetarily-consuming,' she adds. Still, their motto holds firm: Nothing but the Best.
Ice puts it more bluntly: 'Nowadays, with the fentanyl and all the different issues, it's safer to go to a dispensary where it's straight up… you know what's happening.'
And that includes their people. The Medicine Woman Jersey City runs with a 15-person team, each one recruited locally. They've partnered with Hudson County Community College to provide internships and job training. And they're collaborating with the Last Prisoner Project to support cannabis justice reform.
Ice-T and Charis B Celebrate Approval of The Medicine Woman NJ
'One of the biggest challenges in any community is opportunity,' Charis says. 'People with cannabis offenses are at a huge disadvantage when it comes to employment opportunities. We intentionally hired directly from the local community and prioritized those who had been adversely affected by unfair cannabis laws.'
And it's not just talk. 'Now that we are open,' she adds, 'we will be able to include these organizations in our events and give opportunities for those affected and those who need more information about their options.'
Ice agrees. 'This isn't just about selling cannabis: it's about creating opportunity and correcting injustice in communities that were hit hardest.' And he adds: 'I brought in my partner T from Naughty by Nature… we've got a whole bunch of co-signers—Redman, a lot of people from Jersey have jumped on board with us. My buddy Mickey from the Bronx.'
But even with the doors open and the shelves stocked, their mission isn't finished. A grand opening weekend is set for April 19–20, complete with ribbon cutting, celebrity guests, local vendors, giveaways and what Ice calls a 'Blazing & Praising' celebration—part culture, part community, part communion.
What started as a business play has turned into something more: a socially conscious retail space with roots in legacy, identity and second chances.
Ice-T's entrance into the cannabis space isn't rooted in novelty or nostalgia. It's built on principle. He's been watching the contradictions for decades. The hypocrisy. The politics. The damage.
'I mean, I don't see why it's not legal,' he says. 'I've never heard about anybody dying from cannabis. They like to say it's a gateway drug or this, that and the other. I don't believe that.'
His logic is direct. No flourishes. No slogans. Just lived experience and the sense that some systems were never designed to protect everyone equally.
He brings up opioids. Not in theory; in practice. After knee surgery, he was prescribed Percocet. It worked for a bit. Then something shifted.
'I found out I was no longer taking it for the pain. I was getting addicted to this s***. And I was like, yo, I'm taking this so I don't feel sick. And so I just went cold turkey. I poured the pills in the toilet and shook it in about five days.'
The clarity of that moment—realizing the substance was in control—left a mark. It's why he backs plant medicine when it's safe and accessible.
'If you can go get some marijuana and it will solve a medical problem, by all means, I think you should,' he says. 'Because we don't know what big pharma is putting in that s***.'
And for veterans, the issue cuts deeper. Ice doesn't pretend to be a combat vet—'I just was in military training,' he clarifies—but he understands trauma. The kind that doesn't wear a uniform.
'I mean, if I have PTSD, it just comes from living in South Central L.A. I've seen people get killed. The door slams and I duck. So I know what that is.'
In a country flooded with prescription solutions, he sees cannabis as a better option for people trying to cope. Something that offers peace without addiction. Still, the irony doesn't escape him: in places where weed is now legal, people are still locked up for it.
'They should be letting m************ go,' he says. 'If you're in jail for weed and it's not a violent offense… Just simple weed convictions, they should be all pardoned, yesterday.'
To him, it's not complicated. If the federal government legalized cannabis, governors and presidents could act fast. They just haven't. And until they do, freedom depends on zip code.
But he's skeptical about how the federal government would handle legalization. Not because he's against reform; but because he's seen how bureaucracy twists good ideas.
'I don't really know if the federal government making weed legal in the United States is a great thing,' he says. 'Because then you have what's called federal oversight. And that always ends up f***** up.'
He's not waiting around for Washington to fix things. That's why he's backing projects like the Last Prisoner Project and working to build real infrastructure in Jersey—jobs, internships, access.
And when it comes to law enforcement, the subject gets tense. Ice has played a cop on TV for decades. But he's never confused the role with reality.
'No, they don't [love me]. That's the thing about it. Cops are humans. Some of them are cool. Some of them are a**holes. So you never know. Some of them are like, 'You make us look good.' Some of them are like, 'You get paid for one episode more than we make in a year.''
His conclusion? Simple.
'I don't trust anybody with a gun.'
He tells a story. Chris Rock once said, 'I'm famous from about 10 feet away in good light. Up to that, I'm just another n**** and they will shoot me.' Ice doesn't laugh. He nods.
He understands the law. But he doesn't worship it. 'Cops don't make the laws,' he says. 'They just enforce them. So you can't get mad at the cop for enforcing the law.'
In that enforcement, he's seen weed get the lightest touch—unless you're moving pounds. But now, in legal states, the tension has shifted.
'Now that it's legal, the question is, do you smoke it in the movie theater? Do you smoke it on the bus?' he says. 'They're just handing out summonses.'
But the stakes are still very real. A 2020 ACLU report found that Black people were still 3.6 times more likely to be arrested for cannabis possession than white people—even in states with legal access.
As the system catches up, Ice keeps moving forward. With his partners. With his dispensary. With his mission. Always with the same steady lens: power, justice and survival.

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles


New York Post
an hour ago
- New York Post
The newest female Dem power trio spotted at this Manhattan hotspot
They're the ladies on the left who lunch. The newest female Democratic power trio was recently spotted at the swanky Midtown restaurant The Polo Bar. Huma Abedin, the ex-wife of disgraced Congressman Anthony Weiner, broke bread with Hillary Clinton and George Clooney's wife, Amal, at the celebrity hotspot last week, a source told Paula Froelich of NewsNation. 'There were secret security and bodyguards everywhere,' the source said. 'They were just huddled together at a table talking.' 3 Huma Abedin served as vice chair of Hillary Clinton's 2016 presidential campaign and was her deputy chief of staff when she was secretary of state. Bruce Glikas/WireImage Abedin is tying the knot with philanthropist George Soros' son Alex, who controls his dad's $25 billion dollar Open Society Foundations, one of the world's largest private philanthropic funds that donates to liberal political causes. The 48-year-old — who started her political career as an intern for Clinton in 1996, then became her deputy chief of staff and vice chair of her 2016 presidential campaign — now runs the Democratic Party inside circle, Froelich's sources said. 3 Abedin is marrying George Soros' son Alex this month. Getty Images for The Met Museum/Vogue Clooney, an international lawyer, and her hubby — who famously penned the 2024 New York Times essay 'I Love Joe Biden, But We Need A New Nominee' — are liberal icons and run the Clooney Foundation for Justice together. 3 An international lawyer, Amal Clooney helps run the Clooney Foundation for Justice. Corbis via Getty Images Abedin, Clinton and Clooney are now considered 'the female triumvirate of the Democratic Party,' Froelich said, adding that Adedin's wedding to Soros will take on June 14 in the Hamptons and may include the Dems talking about plans to revive the party. 'If these people are picking the new party head, we are in trouble,' an insider told her.


Forbes
2 hours ago
- Forbes
What The Streaming Wars Reveal about Bad Strategy
Rooftop party and viewing in Los Angeles. Created By Michelle Loret de Mola using Midjourney Max just pulled a classic Hollywood move: the reboot. Two years after Warner Bros. Discovery stripped away the iconic 'HBO' from its name, they've decided to bring it back. Max will now be called HBO Max…again. This will be the streaming service's fifth name change. They were HBO Go in 2008, then HBO Now in 2015, then HBO Max in 2020, then just Max in 2023, and now (hopefully, finally) back to HBO Max. On the face of it, this just seems like bad brand management. But there's a bigger lesson to be learned here. These changes were more than just rebrands: each new name came along with a fundamentally different business strategy. HBO succeeded when it relied on its own creativity. And then stumbled when it tried to copy competitors. For decades, HBO had a unique playbook. It focused on a combination of recently released movies, exclusive live events, and original series. While broadcast television depended on advertising, HBO used a subscription model. HBO played a leading role in what has been called 'television's second golden age.' It greenlit shows that shaped the culture, like The Sopranos, Sex and The City, The Wire, and Game of Thrones. At its core, HBO's playbook was all about the curation and production of prestige content. Of course, that was before the consultants came in. In June 2018, Time Warner, HBO's parent company, was acquired by AT&T for $85 billion. Shortly after completing the acquisition, John Stankey, the new CEO of WarnerMedia decided to change the playbook. To Stankey, HBO's tightly curated, time and resource-intensive model didn't seem scalable. He wanted a broader, more mass market platform with more content, more engagement, and more subscriber growth. In a town hall to HBO employees, Stankey emphasized, "We need hours a day. It's not hours a week, and it's not hours a month. We need hours a day. You are competing with devices that sit in people's hands that capture their attention every 15 minutes. I want more hours of engagement." Stankey believed substantially more content would increase viewer engagement, and that would provide more data, in turn enabling monetization through advertising and subscriptions. In short, HBO's new strategy would be to stop being HBO and start trying to be Netflix. And who wouldn't want to be Netflix? Netflix was the company that slayed Blockbuster, reinvented TV distribution, disrupted Hollywood, and rewrote the rules of what it meant to be a media company. Today, Netflix enjoys a half trillion dollar market cap that is double that of Disney and 22 times that of Warner Bros. Discovery. There was just one problem with that playbook: HBO isn't Netflix. What followed was seven years of wandering in the wilderness, as HBO struggled to emulate the Netflix model. Frustrated with the new strategy, HBO CEO Richard Plepler walked away in 2019. HBO's original content was folded into Warner Bros.' extensive library of content and relaunched as HBO Max. And while global subscriptions for HBO Max reached 69.4 million by October 2021, much of that growth came because we were all locked up at home during a pandemic. Unable to drive further growth from its acquisition, AT&T spun off WarnerMedia to create Warner Bros. Discovery in 2022. And things got even worse. Warner CEO David Zaslav doubled down on the Netflix playbook by dropping the HBO name altogether and flooding the platform with content from Discovery and Food Network. Suddenly, the platform that brought you The Wire was pumping out shows like Dr. Pimple Popper and My 600-lb Life. The end result of this copycat strategy was external confusion, internal demoralization, and financial underperformance. In recent months, Warner Bros. Discovery execs have begun to concede that they simply can't compete head-to-head with Netflix. As JB Perrette, the president of streaming, said in an interview, 'We started listening to consumers saying, 'Hey, we don't really want more content, we want something that is different, we want to end the death scroll with something that is better.'' It turns out no one wants a second-rate Netflix when they can already subscribe to the real thing. They want an alternative. They want HBO. Over the past year, Max has regained momentum by focusing more on quality, adult shows like The White Lotus and The Pitt instead of trying to provide a firehose of entertainment for everyone. The return to being called HBO Max is a long-overdue recognition that this is where its future lies. WarnerMedia made the same mistake with other properties, too. The company hired McKinsey to develop a growth playbook for CNN. Trying to emulate Disney+, they decided to launch CNN+. But guess what? Anderson Cooper isn't Iron Man. Wolf Blitzer isn't Obi Wan Kenobi. The service was dead in a month. According to Nielsen, Warner Bros. Discovery drew 1.5% of viewing time in March. This was less than Disney, Amazon, Paramount, Roku, and Tubi. Netflix dominated, with 8% of total viewership. The lessons from the streaming world apply to every industry: the minute you stop asking what makes you special and start copying others, you've already lost. You have to be creative. You have to come up with your own playbook for growth. It's a mistake to think you can succeed by copying the strategies of successful competitors. Trying to win by benchmarking high-performing peers feels safe. It has persuasive appeal when presented in a PowerPoint deck. A huge industry of consultants has grown up around it, adding to the illusion of safety. And it's an easy way to win short-term praise from the business press and investors. In reality, though, benchmarking is a fast track to mediocrity. Copying others only tells you what worked yesterday for someone else, when what leaders need to focus on is what will work for them tomorrow. Great companies aren't built on copycat playbooks — they succeed by doing something original based on their unique strengths. Even while others were trying to copy it, Netflix stayed true to its own unique playbook based on global content, viewer data, and rapid iteration. When the company took out $2 billion in debt in 2018 to help finance a surge in original content, skeptics questioned whether its strategy was sustainable. But it wasn't a gamble — it was an investment based on data. Unlike traditional studios, Netflix knew exactly what its viewers were watching, where, for how long, and when they dropped off. It used those insights to launch hit shows like Bridgerton, Squid Game, and Stranger Things. Netflix also localized content early, producing Korean hits for South Korea and Indian dramas for South Asia and the Middle East. By the end of 2024, the skeptics had been silenced — Netflix's subscriber numbers topped 300 million, more than double the total at the end of 2018. Netflix operates on the premise that it will win by doing things its own way. For its part, Disney could have fallen into the trap of trying to chase Netflix when it launched its Disney+ streaming service in 2019. But rather than flooding the zone with content, Disney realized that its winning playbook depended on developing content around signature franchises like Star Wars, Marvel, and Pixar. These worlds are ultimately more than content — they're emotional ecosystems. And Disney knows how to turn emotions into revenue streams — through a flywheel of fan engagement, merchandise, theatrical releases, and theme park rides. For that reason, Disney doesn't define success solely through streaming metrics. It also pays close attention to loyalty, lifetime customer value, park attendance, and toy sales. Netflix and Disney+ succeeded by developing their own unique playbooks. HBO lost its way by trying to be something it wasn't. Influenced by consultants and consensus thinking, it was led into the sea of sameness, where companies go to die…or at least spend years treading water. To be sure, that doesn't mean you shouldn't watch and learn from competitors. But there's a big difference between stealing a page from someone else and trying to copy their whole playbook. The risk of doing that is threefold. First, it means you're playing to someone else's strengths, not your own. Second, it means you're focusing on what worked yesterday, not tomorrow. And third, you end up the same as everyone else, and sink into mediocrity. So if benchmarking isn't the answer, what is? The path to success lies in writing your own playbook, starting by answering five fundamental questions that define who you are and your vision for the future. HBO's latest reboot has been greeted with its fair share of sniggers and eye-rolls. But it shows that the company is waking up to what made it great in the first place. That's a good thing, giving it a shot at renewed success. The path forward for HBO isn't about going bigger or trying to please everyone. It's about going bolder, with fewer, better stories that shape the culture. In the end, the companies that come out on top aren't the ones chasing the crowd. They're the ones bold enough to say: This is who we are. This is what we believe. And this is how we win. No benchmarking required.


San Francisco Chronicle
3 hours ago
- San Francisco Chronicle
US Open '25: DeChambeau's sand save an all-time memory at golf's most punishing major
It only feels right that the reigning titleholder at the golf championship that, at least in theory, anyone can win is the player who leans into the role of the sport's most relatable everyman, Bryson DeChambeau. And it only feels right that at the U.S. Open — a tournament built to humble and punish the best in the game as much as celebrate them — DeChambeau earned his title by hitting a shot that virtually no man can hit. A plaque now sits outside the bunker on the 18th hole at Pinehurst No. 2, enshrining the spot where DeChambeau placed his name in the history books with what he called 'the shot of my life' — a 55-yard blast from the sand to 4 feet with the trophy hanging in the balance on Sunday at last year's Open. Defense of the title begins Thursday at Oakmont, getting ready to host its record 10th U.S. Open and a course with a longtime reputation for being as difficult as they come. All of which seems to suit the 31-year-old pro golfer/social media star just fine. His first U.S. Open title came in 2020 at Winged Foot, the course best known for producing the 1974 'Massacre at Winged Foot' along with Phil Mickelson's meltdown in the trees and trash cans more than 30 years later. Then, last year, that bunker at Pinehurst. What would golf's everyman say to his millions of YouTube followers who someday might encounter their own version of the 50-yard bunker shot, widely recognized as one of the most difficult in the game, even under normal circumstances? 'The best piece of advice I give them is, just practice in weird, unique situations for maybe an hour a week, 20 minutes, whatever,' DeChambeau said. 'But try to be different and don't just hit the same stock shot every time.' A history-making shot in a tournament that does not produce them All the major championships have their own personalities. The Masters produces roars through the pines during back-nine charges on Sunday. The British Open is a brittle links-style test where players have to think differently about getting from Point A to Point B. America's golf championship has a reputation for forcing the best players to suffer like the rest of us. As a result, the list of 'greatest shots of all time' at the U.S. Open is a short one: — Ben Hogan's 1-iron on the 72nd hole that helped force a playoff at Merion in 1950. — Arnold Palmer's lash with driver to the first green at Cherry Hills in 1960. — Jack Nicklaus' 1-iron that hit the flagstick on No. 17 at Pebble Beach in 1972. — Tom Watson's chip from the rough on the same hole 10 years later to beat Nicklaus. — Tiger Woods' 12-foot putt at Torrey Pines in 2008 to force a playoff he eventually won over Rocco Mediate. And now, there is DeChambeau's bunker shot. 'When he took this big swing, the amount of confidence that you have to have to hit it that close to the golf ball and not accidentally catch too much ball and send it on top of the clubhouse, it's a very fine line," said NBC golf analyst Smylie Kaufman, whose biggest brush with pressure came when he played in the final group Sunday at the 2016 Masters. 'They work every single day, every week at these facets of the game in hopes they will have an opportunity to try it,' said Notah Begay, also of NBC. 'I think one of the most overlooked things about professional golf is all the calculation that happens on the fly in evaluating certain shots, which way the grass is lying, where the ball's going to land, and on top of all the normal things.' A tournament for everyone could come down to Bryson, Rory, Scottie Maybe the biggest irony is what the U.S. Open officially sells itself as, versus what always ends up happening. More than 10,000 players signed up to qualify for the U.S. Open which is, officially, open to any professional, or amateur with a handicap of 0.4 or lower. There will be good stories to tell among those who went through qualifying to make the 156-man field: a 17-year-old high schooler from Georgia, a dentist in Indiana who used to caddie at Oakmont. The cold facts: The last man to run the gauntlet of local and sectional qualifying to win the title was Orville Moody in 1969. (Lucas Glover went through sectional qualifying only when he won in 2009.) By the time the sun starts going down on Sunday, the tournament almost certainly will come down to a handful of players who virtually all golf fans have heard of. Though Scottie Scheffler is playing the best right now and Rory McIlroy recently won the Masters to complete the career Grand Slam, it's plausible to think that DeChambeau captures the attention of more of those fans than anyone. He recently surpassed 2 million subscribers on his YouTube channel. He is making golf feel like everyman's sport, posting videos in which he makes a hole-in-one with a wedge shot over his house, plays with off-the-rack clubs to see how they stack up and tries to beat a scratch golfer while playing left-handed. All of it sounds nutty, but it all goes back to that piece of advice he offered when asked how to replicate the improbable under impossible circumstances — i.e., a 50-yard bunker shot with the U.S. Open on the line. 'Once you get a stock shot down and you're comfortable with it, go have some fun,' DeChambeau said. 'Do a chipping contest with your amateur friends and throw it in the bunker from 50 yards, or throw it in a bush and see if you can get out. Stuff to that extent has suited my game very well.'