It used to be Purple Kush that made people crazy, or high. Either one works.

Now, a new concoction called Purple Drank is becoming the preferred way to get hammered.

Outside The Lines, ESPN's investigative journalism program, ran a story over the weekend about the new, um, drank and how it is seeping into the sports world. The Drank is simple: it's a mix of prescription codeine cough syrup with your soda of choice.

The Drank reportedly originated in Houston by way of music producer DJ Screw. Lil Wayne and other mainstream rappers have popularized the drug since it's creation. What isn't popularized is the deadliness of sipping The Drank. DJ Screw, Big Moe and Pimp C, all Houston-based rappers, have been killed by The Drank.

The OTL episode featured Johnny Jolly of the Green Bay Packers who, two years ago, was arrested for possession of The Drank. A few rich athletes and celebrities using the drug isn't the biggest issue. The biggest issue is the impact The Drank will have on the underground drug economy. Slanging weed and crack cocaine may be kicked to the curb with The Drank.

Why? Well, selling the drug is extremely profitable. Pharmacists can buy a pint of the codeine cough syrup for anywhere between $10 and $20. The reported street value of the drug is between $675 and $800.

Jolly, however, isn't the only athlete sippin, and sellin, The Drank. Former San Diego Chargers player Terrence Kiel was arrested in 2006 for shipping 15 bottles of the syrup to his home in Texas. He died in a car crash two years later.

NBA player Shawne Williams was placed on probation in January for intending to distribute The Drank in Memphis.

It's only a matter of time before NFL Commissioner Roger Goodell adds The Drank to his list of banned substances and holds a conference for rookies persuading them not to sip the sizzurp. Hopefully, it won't take any more athletes dying before the sports world realizes that The Drank isn't a beverage to mess with.

(Check here for the Houston Press story.)