Website mockup produced by Roamad Creative · “openrun.shop” is a fictional case used to demonstrate the system
Hands holding an Open Run flower bag against an Oakland brick wall
ABOUT · OPEN RUN

A SMALL CANNABIS LABEL.
OAKLAND. 2021.

Founded by two Oakland operators who came from streetwear before they came to cannabis. The drop is how the culture works. We applied the same logic from the cultivation room forward.

THE FOUNDERS

TWO PEOPLE.
SAME PAYROLL.

No outside investors. No silent partners. Dre runs the label. Liana runs the brand. The two of them sign every drop email, take every retail-partner call, and read every allocation-list message that comes through the website.

CO-FOUNDER · CEO · 2021—

DRE MARSHALL

OAKLAND NATIVE · 32 · FORMER D1 ATHLETE

Grew up in East Oakland. Played D1 basketball at Pacific. Started growing in college; got serious in 2019. Runs the cultivation, the drop calendar, and the long-game decisions. Signs the monthly drop email.

Reference: thinks Stüssy is the most underrated American brand of the last forty years and operates Open Run accordingly.

CO-FOUNDER · HEAD OF BRAND · 2021—

LIANA ORTIZ

BAY AREA · 31 · FORMER CARHARTT WIP BUYER

Six years in streetwear retail before Open Run — Carhartt WIP Bay Area buyer from 2015 to 2021. Brought the allocation discipline, the drop-cadence logic, and the “don’t restock” rule. Runs the brand surface end-to-end.

Reference: learned more about scarcity from working a Stüssy 8-Ball t-shirt restock than from any cannabis brand she has ever observed.

THE LOGIC

FIVE RULES.
FROM THE FIRST DROP.

The discipline isn’t marketing. It’s how the label has worked since DR 25-03 (March 2025, the first drop). The five rules:

01
DROPS DROP ON TIME.
First Friday of every month. No exceptions. 18 consecutive drops shipped on schedule. Calendar published a quarter ahead so the customer can plan.
02
NEVER RESTOCKED.
Once a SKU sells out, it’s dead. No second runs, no reissues, no “back in stock” emails. Scarcity is real because we’ve let things go.
03
ALLOCATION, NOT FIRST-COME.
Three fixed tiers (see below). Allocation percentages never change. Long-time customers don’t have to refresh the website at midnight.
04
CULTIVATION MATCHES DROP.
The grow team plants in 4-week cycles to match the monthly drop calendar. The drop schedule isn’t marketing — it’s the production schedule made public.
05
PULL IF IT'S NOT RIGHT.
DR 25-09 / 04 was pulled the morning of release because the cure was off. We don’t ship anything we wouldn’t smoke ourselves. One pulled SKU in 18 months. It will happen again. It’s the point.
THE ROOM

OAKLAND WAREHOUSE.
INDOOR. 4-WEEK CYCLE.

Open Run cultivation room — concrete floor, LED grow lights, matte black pots in grid rows

Concrete warehouse off MLK in West Oakland. Indoor only, LED-lit, 4-week vegetative cycle paired to the monthly drop calendar. Twelve rolling tables, four strains in active rotation at any given time.

Annual finished flower: about 1,100 pounds. Smaller than most California craft cultivators by an order of magnitude. The scarcity isn’t marketing — it’s the actual ceiling.

Dre runs the room with one full-time cultivation lead and a seasonal trim crew of three. Every bud is hand-trimmed. Every drop comes off one specific 4-week cycle.

ALLOCATION · THREE TIERS

HOW EVERY DROP
SPLITS.

Three tiers, fixed percentages. Every drop allocates units to each tier before the public-facing first-Friday release. The percentages never change. The scarcity is the system.

01

DIRECT

25% OF EVERY DROP
  • Allocation list, 24-hour pre-access.
  • Sign up takes about 90 seconds.
  • We email twice a month: drop reveal + drop reminder.
  • List size today: 14,200 names.
  • Access is by date-of-signup, not by drop activity. Long-time customers always go first.
02

CA RETAIL

60% OF EVERY DROP
  • Two California retail partners, both independent.
  • Both have carried Open Run since DR 25-06 (June 2025).
  • Both get fixed unit allocations per drop — they can’t order more.
  • Open Run is one of the top-three highest-margin SKUs at both stores.
  • Closed to new partners until 2027.
03

INT'L

15% OF EVERY DROP
  • Opening DR 27-01 (January 2027).
  • Two European accounts: Berlin dispensary + Amsterdam concept store.
  • Each gets 7.5% of every drop (15% combined cap).
  • International units carry a hi-vis yellow band along the bottom edge as a tier marker.
  • Closed to additional international partners — see § Tier 3 Inquiry below if you want to be considered for 2028.
THE DROP WALL

SHELF INSTALLATION.
OAKLAND HOUSE, FIRST FRIDAY.

The Tier 2 partners stock Open Run the day after each drop. Both stores install a dedicated “OPEN RUN · DR YY-NN” shelf for the first week. Above is the August install at Oakland House.

Walk in, ask the floor. They’ll tell you what’s left.

→ OAKLAND HOUSE · 4205 MLK JR WAY · OAKLAND
→ LANEWAY · 19TH + MISSION · SF

Open Run shelf installation with hi-vis yellow hand-painted DR 26-08 signage at a California dispensary
TIER 3 · 2028 INQUIRY

OPEN FOR 2028.
CLOSED FOR 2027.

Tier 3 fills its two slots with Berlin and Amsterdam starting January 2027 (DR 27-01). We are not adding any additional international partners through 2027. If you are an international retailer who wants to be considered for a 2028 Tier 3 slot, fill out the form below. Liana reads them.

We respond within 14 business days. We don’t consider applicants who have run unauthorized Open Run inventory.

Allocation is by relationship, not by lead time. We respond inside 14 days.

THE WHOLE LINE

FOUR FORMATS.
ONE SYSTEM.

Open Run flat-lay of four products on concrete — bag, jar, pre-roll tube, hash jar

Every Open Run drop carries the same packaging grammar across formats. Matte black substrate. Hi-vis yellow accent panel or band. Drop number on every unit (DR YY-NN / 01). White monospace for the SKU specs.

A customer who’s bought one drop can identify the next drop’s products from a distance. That’s the system. That’s the discipline.

→ FLOWER (BAG + JAR) → PRE-ROLL (TUBE + BOX) → HASH (DRY-SIFT + ICE-WATER)