SURFER Magazine, cannabis cultivator Humboldt Family Farms, and retailer embarc have partnered to launch a cannabis and surf collaboration including a limited-release product drop.
The campaign marks the first time in its 65-year history that SURFER Magazine has featured cannabis advertising.
“We want to break the outdated stereotype of couch-locked stoners and celebrate all of the reasons to explore nature with cannabis—California surfers are some of the fittest and active athletes out there,” said Courtney Zalewski, Chief Marketing Officer of embarc. “This collaboration is a love letter to California culture and a step in showing the world how cannabis fits into a vibrant, adventurous lifestyle.”
Starting Friday, June 20, and available at embarc retail dispensaries across California, the surf and sungrown product collection kicks off with a 5-gram drop of Maui Waui by Humboldt Family Farms—a collective of multi-generational cannabis farmers in Northern California.
“As a long-term surfer, farmer, and sungrown activist, this collaboration is deeply meaningful,” said Scott Vasterling, CEO & Founder of Humboldt Family Farms. “It’s a chance to unite two communities that have always shared a respect for nature, independence, and living life on your own terms—and to help normalize cannabis by showing how naturally it fits into that lifestyle.”
To amp up this new collaboration, embarc has created a special limited-release bundle for its Getaway Bag program that includes: a unique SURFER x Humboldt Family Farms x embarc tote, 5 grams of Humboldt Family Farms’ Maui Waui flower, three 0.5g Hawaiian Fanta pre-rolls, a copy of SURFER Magazine, and additional products from California sungrown brands. Embarc’s loyalty program customers will also be able to enter a giveaway for a custom surfboard designed by surfer and board shaper Kolton Sullivan.
