SURFER, Humboldt & embarc Launch Cannabis Collab
For the first time in its 65-year history, SURFER Magazine is diving into cannabis culture, partnering with Northern California cultivator Humboldt Family Farms and retail leader embarc to debut a groundbreaking product drop. This limited-release collaboration brings together two iconic facets of California life—surfing and cannabis—in a way that both honors legacy and reshapes perception.
Collection Launch
Launched Friday, June 20, the partnership introduces a special collection featuring 5 grams of Maui Waui flower from Humboldt Family Farms—sourced from multi-generational legacy farmers—and is available exclusively at embarc dispensaries across California.
Breaking Stereotypes
“This collaboration is a love letter to California culture and a step in showing the world how cannabis fits into a vibrant, adventurous lifestyle,” said Courtney Zalewski, Chief Marketing Officer at embarc. “We want to break the outdated stereotype of couch-locked stoners and celebrate all of the reasons to explore nature with cannabis—California surfers are some of the fittest and most active athletes out there.”
A Historic First for SURFER
The campaign marks a historic milestone for SURFER Magazine, long considered “the bible of the sport,” which is now featuring cannabis advertising for the very first time. With this new partnership, the publication shines a spotlight on California’s sungrown cannabis, introducing a modern narrative that aligns with the values of freedom, nature, and wellness deeply rooted in surf culture.
Amplifying the Launch
To amplify the campaign, embarc has curated a limited-edition Getaway Bag bundle that includes: a custom SURFER x Humboldt Family Farms x embarc tote, 5 grams of Maui Waui flower, three 0.5g Hawaiian Fanta pre-rolls, a copy of SURFER Magazine, and other curated products from California sungrown brands. Loyal customers in embarc’s rewards program will also have the chance to win a custom surfboard shaped by surfer and craftsman Kolton Sullivan.
Cultural Resonance
“As a long-term surfer, farmer, and sungrown activist, this collaboration is deeply meaningful,” said Scott Vasterling, CEO and 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.”
Availability
The SURFER x Humboldt Family Farms x embarc collection is available exclusively at embarc dispensaries while supplies last.
