The football star, Super Bowl champion and long-time quarterback for the Green Bay Packers has teamed up with ROTH Capital Partners’ Nate Raabe and Byron Roth to launch Rx3 Ventures. Today, the trio are announcing a $50 million debut fund focused on the consumer market.

Rx3, which invests alongside consumer private equity and growth capital funds, has also backed Hims, CorePower Yoga, glasses retailer Privé Revaux and Hydrow, a maker of indoor rowing machines.