Fernway’s Squad Goals campaign is built on a simple premise: the good life is better shared. From World Cup watch parties to backyard cookouts, the best summer moments are the ones we spend together.
Fernway starts from a simple belief: cannabis makes the good life even better. However you define the good life, the brand is there for it, and for Fernway, the good life comes down to good music, good food, good scenery, and especially good company.
That belief isn’t a marketing afterthought; it’s stitched into where the company came from. Fernway was founded in 2018 in Northampton, Massachusetts, by a group of friends who shared a love of cannabis and a belief that the right vape could turn good experiences into great ones. The name nods to fernweh, a longing for faraway places, the idea being that cannabis is part of life’s adventure rather than the destination. A brand built by friends was always going to build its products around the time people spend together.
Summer is when all of that lines up. The season has always been about gathering: outdoor concerts and backyard cookouts, beach days and long evenings that don’t really have an end time. Cannabis has a place in the quiet solo moments, but it has always had a social side too. It can ease conversation, spark creativity, and turn an ordinary afternoon into one people remember.
That idea sits at the heart of Squad Goals, Fernway’s summer program. The premise is right there in the name: the best summer moments tend to happen in groups, whether you’re cheering on a team you’ve followed for years or spending the evening with people you just met.
Squad Goals and the Summer of Soccer
This summer, one event dominates global culture in a way that’s impossible to ignore. The World Cup turns living rooms, backyards, and neighborhood bars into gathering points for weeks at a time, and you don’t have to be a diehard soccer fan to feel it. Part of the appeal is simply watching the world come together, and finding any excuse to do the same with the people around you.
Sports have always been social. Whether you’re watching from a crowded bar, a friend’s couch, or a backyard setup, the people next to you are part of what makes it memorable. High Times has followed soccer culture out of the stadiums and into the streets, where much of the experience lives in the ritual itself: the planning the night before, the familiar seats, the shared reaction to every goal. Because the Cup unfolds over several weeks, it gives friends a recurring reason to gather, turning ordinary afternoons into standing occasions.
Cannabis fits naturally into those gatherings. Rather than taking center stage, it tends to become part of the routine around the event, complementing the energy the same way good food, music, and conversation do. That’s the philosophy Fernway keeps returning to: cannabis makes the good life even better, and the good life is usually a shared one.
Built Around the Experience
Every good gathering needs something people are glad to share, and Fernway has built its reputation on flavor-forward products designed to enhance a moment rather than overpower it. The proof is in the numbers: according to 2026 BDSA data, Alpine Strawberry and Berry Haze are the two best-selling flavors in the entire country—a notable distinction for a brand currently available in just five states: Massachusetts, New Jersey, New York, Illinois, and Missouri.
That standing isn’t a quirk of marketing. Fernway builds its cartridges with high-purity cannabis oil and real terpenes (no fillers, no artificial additives) across a Strain Collection that leans on cannabis-derived terpenes and a Flavor Line built from fruit and botanical ones. The carts run on a universal 510 thread, so they work with most batteries while being tuned for Fernway’s own hardware.
The summer lineup gives groups even more to choose from. Limited releases Key Lime and Pineapple Funk arrive just as the season calls for something new, while Fernway LIVE continues to earn recognition. Mochi recently took Silver at the High Times Cannabis Cup in New Jersey.
The hardware gets the same attention. The Traveler Pro and STYLUS battery systems were built with portability and consistency in mind, practical for consumers who want products that slot easily into everyday routines and social settings.
Fernway’s focus on experience extends past what’s in your hand. In 2022, the company launched what it describes as the cannabis industry’s first vape recycling program, and says it has since collected more than 200,000 used devices through participating dispensaries, making it a straightforward way for consumers to keep hardware out of landfills.
The brand also backs the communities its consumers are part of. Its 2026 Pride capsule collection directs 100% of proceeds to GLAAD as part of a multi-year commitment, and it has partnered with environmental and animal-welfare organizations as well. It’s the kind of consistency—across seasons, not just single events—that many consumers look for in the brands they support.
Your Summer Squad Is Waiting
The best summer memories are rarely made alone. They happen at watch parties and concerts, backyard cookouts and long afternoons that turn into longer nights, in the company of friends both old and new. Cannabis doesn’t create those moments on its own, but for a lot of people, it helps to encourage connection, conversation, and presence.
That’s the spirit behind Squad Goals. However your gatherings take shape from one weekend to the next, they tend to share a common thread: they’re better in good company. Summer is here. All that’s left is to show up.
Sponsored Content Disclaimer: This article was created as part of a paid partnership with Fernway. Product details, company initiatives, awards, and other brand claims reflect information provided by Fernway unless otherwise noted and have not been independently verified by High Times.
Photos courtesy of Fernway
