NYC Cannabis Parade & Rally is a 40-year New York City tradition and the birthplace of the Global Marijuana March. Under After redesigned the event's visual identity in 2019 as cannabis legalization moved closer to passage in New York state.
Legal sales of marijuana were expected to grow to more than $20 billion by 2022, from approximately $10 billion in 2018. Legalizing marijuana in New York could create a $3.1 billion market. New York state would gain $435.7 million annually in tax revenue. New York City would gain $336 million.
The NYC Cannabis Parade sparked the Global Marijuana March, which has expanded to hundreds of cities across dozens of countries. Held on the first Saturday of every May, the event has run annually since 1999.
In 2019, organizers approached Under After to redesign the visual identity as legalization moved closer to passage in New York state.
The NYC Cannabis Parade & Rally continues annually as part of the Global Marijuana March movement. New York State legalized recreational marijuana in March 2021.