Sunday Afternoons
From quiet leader to global brand
The Challenge
When Weinstein PR began working with Sunday Afternoons in 2014, the brand was a quiet leader – making some of the best technical headwear in the industry, but with limited recognition. They had the innovation, the patents and a passionate team driving product development. However, media coverage was sporadic and product-focused, with little brand narrative or consistent presence. What they needed was a PR partner to help tell their story, secure third-party endorsements and put their hats in the right hands. That’s where we stepped in.
The Goal and Strategy
For over a decade, WPR has worked as an extension of the Sunday Afternoons team, building and executing a comprehensive PR strategy designed to elevate the brand’s visibility, credibility and voice in the market. Our efforts have included:
- Securing third-party media endorsements through editor education, product testing and amplification of positive reviews, helping the brand earn accolades like Backpacker Magazine’s Editors’ Choice and Oprah Daily’s Sun Awards
- Positioning Sunday Afternoons as an innovation leader by spotlighting patented technologies, PFAS-free materials and advanced sun protection
- Elevating brand heritage through highlighting the company’s Oregon roots, multigenerational family leadership and philanthropic values
- Supporting product launches, affiliate marketing and global campaigns with editorial-aligned messaging and consistent international strategy
- Maximizing visibility through trade shows, curated editor experiences, and strategic wholesale support to drive sell-in and sell-through
- Navigating critical moments such as headquarters fires, business pivots, and market shifts with communications guidance and steady messaging
The Results:
WPR’s long-term strategy has helped transform Sunday Afternoons from an under-the-radar brand into a globally recognized name by elevating its earned media presence:
- 2013: 41 media hits (pre-Weinstein PR)
- 2018: 70 media hits
- 2024: 241 media hits
With coverage spanning top-tier publications – including CNN, Today.com, Travel + Leisure, Men’s Health, SELF, Parents, Esquire, Better Homes & Gardens, and ongoing praise from Wirecutter/The New York Times (which continues to name Sunday Afternoons “The Best Sun Hat”) – the brand now holds a regular presence in both consumer and trade media.
Through consistent storytelling, deep media relationships, and a keen understanding of the brand’s values and innovations, WPR has helped Sunday Afternoons go from a quiet innovator to a globally respected leader. Today, the brand’s hats are worn and recognized around the world – and the PR foundation we’ve built continues to support both consumer growth and international expansion.
Key media hits over the years:
- Wirecutter/The New York Times: “The 3 Best Sun Hats of 2025”
- Outside: “Our Gear Guy’s Favorite Trucker Hat”
- Road Trail Run: “Sunday Afternoons Hats Review: "The Best Hats. Period"
- Backpacker: “Editors' Choice Winter 2018: Sunday Afternoons Ultra Adventure Storm Hat”
- Portland Business Journal: “Oregon apparel maker rebounds from fire with 400% sales growth
- Outdoor Life: “The Best Winter Hats of 2025, Tested and Reviewed”
