News & Collaboration Announcements

In the Canadian cannabis industry, few names resonate as powerfully as Cookies. Originally hailed from the United States, this dominant cannabis brand has not only made significant strides in its home country but has also cast a wide net, capturing attention in Canada and beyond. But it's not just the brand's premium cannabis strains that are turning heads; it's their strategic alliance with streetwear through their subsidiary, Cookies SF, and the subsequent partnership with New Era, a titan in the realm of caps and apparel. This clever maneuver has positioned the Cookies brand in a spotlight far beyond the confines of cannabis dispensaries, extending its reach to mainstream retail outlets such as But does this innovative marketing strategy raise questions about its alignment with Canadian cannabis marketing regulations?


A Symbiotic Partnership

At the heart of Cookies' strategy is the fusion of cannabis culture with streetwear, leveraging the widespread popularity and appeal of New Era products. By partnering with New Era, Cookies SF has managed to bring the cannabis lifestyle into the mainstream fashion scene, making the brand ubiquitous in spaces where New Era is sold. This collaboration not only amplifies the brand's visibility but also circumvents the traditional barriers faced by cannabis companies in marketing and advertising due to stringent regulations.


Navigating Canadian Cannabis Marketing Regulations

Canada, known for its progressive stance on cannabis, still maintains strict regulations concerning the marketing of cannabis-related products. The aim is to prevent appeal to minors and ensure consumer safety. However, the Cookies and New Era partnership presents an intriguing case. Typically, Canadian retailers of New Era products, such as, are not age-gated and are accessible to underage shoppers, sparking a debate on the effectiveness and enforcement of these marketing regulations in the context of indirect cannabis promotion through lifestyle and apparel branding.


Will Others Follow Suit?

The success of Cookies' strategy begs the question: Will other cannabis companies follow in their footsteps, creating or partnering with streetwear brands to enhance their visibility and market reach? It's a tantalizing prospect for many in the industry, seeking innovative ways to connect with consumers while navigating the complex web of marketing restrictions. This approach could potentially open a new frontier for cannabis marketing, where brands can engage with a broader audience through fashion and lifestyle, creating a cultural footprint that extends beyond the product itself.


Questions and Considerations

The Cookies strategy, while ingenious, also invites scrutiny regarding its alignment with Canadian cannabis marketing regulations. The presence of cannabis brand-affiliated streetwear in non-age-restricted retail environments poses significant questions about the potential exposure to underage consumers. It highlights the need for a nuanced understanding of marketing regulations, ensuring that efforts to boost brand visibility do not inadvertently breach guidelines designed to protect young Canadians.

Moreover, this strategy underscores the evolving nature of cannabis marketing, where creativity and innovation play critical roles in brand differentiation and consumer engagement. As the industry matures, it will be fascinating to watch how other companies might employ similar tactics and the regulatory response to such approaches.


Efforts to Reach Out for Comments

As part of our commitment to journalistic integrity and to provide a well-rounded view of the strategic alliance between Cookies and New Era, High Flyer Media reached out to Cookie, New Era andLids for their comments on the collaboration. Despite our efforts to engage with these companies and offer them the opportunity to share their insights and perspectives on their innovative marketing strategy, as well as their approach to navigating Canadian cannabis marketing regulations, we did not receive a response by the time of publication.

This lack of response does not detract from the significance of their partnership but rather highlights the often private nature of marketing strategies and the complexities of navigating the cannabis industry's regulatory environment. Our inquiry aimed to explore how these companies view their role in merging cannabis culture with mainstream fashion and streetwear, and how they address the regulatory challenges posed by such a unique intersection.


The High Flyer's Difference in Swag Collaborations

In this vein, The High Flyer distinguishes itself by not just facilitating swag collaborations but by masterminding strategic marketing plays that transcend traditional merchandise offerings. Our approach goes beyond simply producing branded swag; it's about weaving our brand partners into the very fabric of the cultural zeitgeist. Through our expertly curated collaborations, we create a symbiotic relationship between our brand partners and the broader lifestyle market. This isn't just about putting a logo on a t-shirt or cap; it's a calculated maneuver to amplify brand awareness, foster a deeper connection with consumers, and significantly enhance the digital presence of our partners.

Integral to this strategy is the development of collections designed to be powerful SEO extensions for our brand partners. By leveraging the keywords, trends, and cultural moments that resonate with our target audience, we ensure these collaborations do more than catch the eye—they boost our partners' visibility in search engines, driving organic traffic and engaging a wider audience online. This digital prowess, coupled with tangible products, creates a multifaceted marketing approach that navigates the restrictive Canadian regulations regarding the marketing of cannabis-related products, positions brands at the forefront of consumer minds, and solidifies their presence both online and offline in an authentic and impactful way.



The strategic alliance between Cookies and New Era marks a pivotal moment in cannabis marketing, blurring the lines between cannabis culture and mainstream fashion. While this approach offers a novel avenue for brand promotion, it also raises pertinent questions about regulatory compliance and the protection of minors. As the cannabis industry continues to grow and evolve, the balance between innovative marketing strategies and adherence to regulations will remain a central theme, guiding the future of cannabis brand promotion in Canada and beyond.