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Coal Headwear

Sponsored · Exhibit 01 · Neon Provo Hero

Neon Yellow is a color. UPF 50+ is a plan.

The Provo UPF Tech 5-Panel Cap comes in Neon Yellow, Coral, Camo and Olive. Every one has full UPF 50+ coverage across the entire cap, plus laser-cut perforations for ventilation without sacrificing protection.

Built for running, hiking, commuting, whatever the day is.

The Provo UPF Tech 5-Panel Cap
Neon Yellow. UPF 50+.

UPF 50+

Full coverage across the entire cap

COALHEADWEAR.COM

Provo UPF Tech 5-Panel Cap

Shop the Provo
Format
Product hero
Persona
Runner or hiker who wants a bold cap with real sun coverage
Reason to buy
UPF 50+ sun coverage
Funnel stage
Top of funnel
Product
The Provo UPF Tech 5-Panel Cap
Lands on
Landing page

Why it should work. A loud color paired with a concrete protection claim stops the scroll and gives a reason to click.

Tests. Whether a color-led hook beats a protection-led hook for the same cap.

Coal Headwear

Sponsored · Exhibit 02 · Provo Free Shipping

One cap ships. Two pieces ship free.

The Provo UPF Tech 5-Panel Cap is $45.00. Free Shipping with orders $49+ (US only)*, so the Provo plus a headband clears the line. Pick Neon Yellow, Camo, Coral or Olive, then add one more piece to the cart.

Free Shipping, US orders only.

The Provo UPF Tech 5-Panel Cap
Free Shipping

Free Shipping on $49+ orders

Orders $49+ (US only)*

COALHEADWEAR.COM

Free Shipping on Orders $49+

Shop Now
Format
Offer on product photo
Persona
Shopper with one cap in the cart, close to checkout
Reason to buy
Free Shipping
Funnel stage
Bottom of funnel
Product
The Provo UPF Tech 5-Panel Cap
Lands on
Landing page

Why it should work. The cap alone sits just under the threshold, so a second piece is an easy add.

Tests. Whether the free-shipping seal lifts add-to-cart on a single-product cart.

Coal Headwear

Sponsored · Exhibit 03 · Inside The Provo

Four things inside one running cap.

We tell runners to check the UPF number, because UPF 50+ is the ceiling. The Provo has full UPF 50+ coverage across the entire cap, laser-cut perforations for ventilation, and a build for year-round movement.

Check the number. Then check the cap.

The Provo UPF Tech 5-Panel Cap
What's inside the Provo
  1. 1UPF 50+ across the entire cap
  2. 2Laser-cut perforations
  3. 3Ventilation without losing protection
  4. 4Built for year-round movement

COALHEADWEAR.COM

Provo UPF 50+ Details

See the Provo
Format
Product photo, ingredient chips
Persona
Runner comparing caps before choosing a new one
Reason to buy
UPF 50+ sun coverage
Funnel stage
Middle of funnel
Product
The Provo UPF Tech 5-Panel Cap
Lands on
Landing page

Why it should work. A checklist format lets a skeptical runner verify the claims at a glance.

Tests. Whether a numbered spec layout converts mid-funnel viewers better than a lifestyle shot.

Coal Headwear

Sponsored · Exhibit 04 · Kids Hood Menu

Cold-day kit for the smallest head.

The Ridge Hood Kids has a double-layer construction: an ultra-plush sherpa fleece outer and a moisture-wicking mesh liner. Helmet compatible, and the front panel covers the face. Made for the whole family.

Start with the smallest.

Helmet compatible. Face covered.

The Ridge Hood Kids

  • Double-layer construction
  • Sherpa fleece outer
  • Moisture-wicking mesh liner
  • Helmet compatible
The Ridge Hood Kids

COALHEADWEAR.COM

The Ridge Hood Kids

Shop Kids Hoods
Format
Menu-card split, product photo
Persona
Parent dressing a kid for cold days outside
Reason to buy
Made for the whole family
Funnel stage
Middle of funnel
Product
The Ridge Hood Kids
Lands on
Landing page

Why it should work. Parents scan for construction details, and the menu card puts them next to the photo.

Tests. Whether a spec list outperforms a lifestyle-only creative for kids' gear.

Coal Headwear

Sponsored · Exhibit 05 · Provo Color Collage

One cap, three colors, same sun plan.

The Provo UPF Tech 5-Panel Cap comes in Camo, Coral, Sage / Black, Terracotta/Light Brown and Neon Yellow. Different colors, same full UPF 50+ coverage across the entire cap. Pick the one you'll reach for first.

Pick your first color.

One cap

One cap

Many colors

Many colors

UPF 50+ on every one

UPF 50+ on every one

One cap. Every color.

Provo UPF Tech 5-Panel Cap

COALHEADWEAR.COM

Every Provo Color

See the Colors
Format
Three-photo collage
Persona
Shopper who wants options before buying one cap
Reason to buy
UPF 50+ sun coverage
Funnel stage
Middle of funnel
Product
The Provo UPF Tech 5-Panel Cap
Lands on
Landing page

Why it should work. Three photos show range, and the protection line stays constant across them.

Tests. Whether showing variety lifts clicks against a single hero shot.

Coal Headwear

Sponsored · Exhibit 06 · Cadence Top Rated

Lightweight is a feature.

The Cadence Lightweight Tech 5-Panel Cap sits in our Top Rated Styles, under "Some of the Coal Crew favorites!" It comes in Bone, Blue and Black, from a company that's made nothing but headwear for 25 years.

Bone, Blue or Black. Pick one.

The Cadence Lightweight Tech 5-Panel Cap
Top Rated Styles

Top Rated. Lightweight.

COALHEADWEAR.COM

The Cadence 5-Panel Cap

Shop Cadence
Format
Full-bleed photo
Persona
Shopper who wants a light everyday cap, not a heavy one
Reason to buy
25 years of only headwear
Funnel stage
Top of funnel
Product
The Cadence Lightweight Tech 5-Panel Cap
Lands on
Landing page

Why it should work. A short hook over a clean photo, backed by the brand's own favorites label.

Tests. Whether a favorites label works as proof for a cap with few spec details.

Coal Headwear

Sponsored · Native 01 · Running Hat Notes

My running hat checklist, in order.

Our guide to choosing a running hat starts with the UPF number. If a hat doesn't list a UPF rating, it hasn't been tested. The Provo lists UPF 50+ and has laser-cut perforations for ventilation.

Save this list. Check your hat.

The Provo UPF Tech 5-Panel Cap

Notes

Notes: my running hat checklist

  • Check the UPF number
  • UPF 50+ is the ceiling
  • Ventilation without losing protection

COALHEADWEAR.COM

Running Hat Checklist

Learn More
Format
Notes app over product photo
Persona
Runner whose current hat has no UPF rating on it
Reason to buy
UPF 50+ sun coverage
Funnel stage
Top of funnel
Product
The Provo UPF Tech 5-Panel Cap
Lands on
Landing page

Why it should work. A phone note reads like a friend's tip, not an ad.

Tests. Whether educational list content earns more clicks than a product-first creative.

Coal Headwear

Sponsored · Native 02 · Return Chat

Can I send it back if the fit is off?

Fit is the one thing a photo can't tell you. Our rule: return or exchange within 30 days of purchase, as long as it's in unused condition with the original tags and packaging. Try the Provo at home first.

Order the Provo. Check the fit at home.

Coal Headwear

Can I send it back?

The Provo UPF Tech 5-Panel Cap

Yes. Return or exchange within 30 days of purchase, unused, with original tags and packaging.

Good. Ordering the Provo.

COALHEADWEAR.COM

30-Day Returns & Exchanges

Shop the Provo
Format
Message thread with photo
Persona
Cautious buyer unsure about cap fit before ordering
Reason to buy
Returns and exchanges
Funnel stage
Bottom of funnel
Product
The Provo UPF Tech 5-Panel Cap
Lands on
Landing page

Why it should work. A chat answers the last objection in the buyer's own words.

Tests. Whether a returns answer lifts conversion for bottom-funnel visitors.

Coal Headwear

Sponsored · Native 03 · Provo Or Cadence

Provo or Cadence? Vote with your thumb.

Two 5-panel caps, one vote. The Provo UPF Tech 5-Panel Cap has full UPF 50+ coverage across the entire cap. The Cadence Lightweight Tech 5-Panel Cap comes in Bone, Blue and Black. Which one goes on first?

Made by a company with 25 years of just headwear.

Provo: UPF 50+
Cadence: Bone, Blue, Black

Provo or Cadence?

Provo: UPF 50+Cadence: Bone, Blue, Black

COALHEADWEAR.COM

Pick Your 5-Panel Cap

Compare Caps
Format
Stories poll
Persona
Shopper deciding between two 5-panel caps
Reason to buy
25 years of only headwear
Funnel stage
Middle of funnel
Product
The Provo UPF Tech 5-Panel Cap
Lands on
Landing page

Why it should work. A poll invites a tap and shows two products side by side.

Tests. Which cap draws more votes and clicks.

Coal Headwear

Sponsored · Native 04 · Cold Ride Roll

Camera roll: first cold ride of the season.

A full beanie is a lot on a mild cold day. The CloudFleece Headband is high-pile CloudFleece for cozy, cold-day coverage without the bulk. Same fleece family as our TerraFleece headband.

Cold ears, sorted.

The CloudFleece Headband
RecentsSunday
late morning
Edit

First cold ride of the season

COALHEADWEAR.COM

CloudFleece Headband

Shop Headbands
Format
Camera-roll share
Persona
Cyclist or skier who runs warm and hates bulky hats
Reason to buy
Cozy without the bulk
Funnel stage
Top of funnel
Product
The CloudFleece Headband
Lands on
Landing page

Why it should work. A camera-roll post feels personal and puts the headband in a real moment.

Tests. Whether a casual share format beats a studio shot for a small accessory.

Coal Headwear

Sponsored · Native 05 · FLT Notes

Why the FLT stays in my bag.

The FLT (Frena Light) is one of our best selling beanie styles to date, a perfect lightweight beanie for year-round, everyday wear. Now upgraded with breakthrough recycled Polylana yarn.

Lightweight. Recycled. Everyday.

The FLT Recycled Polylana Knit Beanie

Notes

Why the FLT stays in my bag

  • Lightweight, wear it year-round
  • Recycled Polylana yarn, eco-friendly
  • One of the best selling Coal beanies

COALHEADWEAR.COM

The FLT Recycled Beanie

Shop the FLT
Format
Notes app over product photo
Persona
Everyday beanie wearer who likes lighter knits
Reason to buy
Recycled Polylana yarn
Funnel stage
Middle of funnel
Product
The FLT Recycled Polylana Knit Beanie
Lands on
Landing page

Why it should work. A short list in the customer's voice carries three product facts without sounding like a spec sheet.

Tests. Whether the recycled-yarn angle moves clicks on an everyday beanie.

Coal Headwear

Sponsored · Meme 01 · No UPF Drake

If a hat doesn't list a UPF rating, it hasn't been tested.

We say check the UPF number: UPF 50+ is the ceiling. The Provo has full UPF 50+ coverage across the entire cap, and laser-cut perforations for ventilation. Know what you're wearing outside.

Check the label. Then check ours.

Check the UPF number.

Drake Hotline Bling meme about Coal Headwear

A hat that lists no UPF rating

Provo: UPF 50+ across the entire cap

Coal Headwear

COALHEADWEAR.COM

UPF 50+ Provo Cap

Shop the Provo
Format
Meme template, product swapped in
Persona
Outdoor wearer who never checked a hat's sun rating
Reason to buy
UPF 50+ sun coverage
Funnel stage
Top of funnel
Product
The Provo UPF Tech 5-Panel Cap
Lands on
Landing page

Coal Headwear

Sponsored · Meme 02 · Black Beanie Drawer

A new color just walked past your black beanie.

The Uniform Recycled Knit Cuff Beanie is a recycled knit cuff beanie, and it comes in a lot of colors. We've made nothing but headwear for 25 years, so yes, we know you already own a black one.

Your black one will understand.

A new color walks by

Distracted Boyfriend meme about Coal Headwear

A new Uniform beanie color

Me, owner of one black beanie

The black beanie I already own

Coal Headwear

COALHEADWEAR.COM

The Uniform Beanie

See the Colors
Format
Meme template, product swapped in
Persona
Beanie owner who keeps buying the same black one
Reason to buy
25 years of only headwear
Funnel stage
Top of funnel
Product
The Uniform Recycled Knit Cuff Beanie
Lands on
Landing page

Coal Headwear

Sponsored · Meme 03 · Shipping Buttons

One cap in the cart is a shipping problem.

Free Shipping with orders $49+ (US only)*. Add a headband or a beanie to your Provo and the math works out in your favor. Nobody has to sweat the shipping line at checkout.

Add one more. Ship free.

One cap or Free Shipping?

Two Buttons meme about Coal Headwear

Add a headband for Free Shipping

Pay shipping on one cap

Me, one Provo in the cart

Coal Headwear

COALHEADWEAR.COM

Add More, Ship Free

Shop Now
Format
Meme template, product swapped in
Persona
Shopper hesitating over shipping on a single cap
Reason to buy
Free Shipping
Funnel stage
Bottom of funnel
Product
The Provo UPF Tech 5-Panel Cap
Lands on
Landing page

Coal Headwear

Sponsored · Meme 04 · Headband Brain

Four levels of cold-day coverage.

The CloudFleece Headband is high-pile CloudFleece for cozy, cold-day coverage without the bulk. It sits at the top of the list for a reason: your ears stay covered and your hair stays out of the beanie fight.

Cozy, not bulky.

Four levels of cold-day coverage

Expanding Brain meme about Coal Headwear

Full beanie on a mild cold day

Hat off, cold ears

A headband, finally

CloudFleece: cozy coverage without the bulk

Coal Headwear

COALHEADWEAR.COM

Cozy Without the Bulk

Shop Headbands
Format
Meme template, product swapped in
Persona
Cold-weather commuter who finds beanies too much
Reason to buy
Cozy without the bulk
Funnel stage
Middle of funnel
Product
The CloudFleece Headband
Lands on
Landing page

Coal Headwear

Sponsored · Meme 05 · UPF Sign

Change our mind: UPF 50+ is the ceiling.

UPF 50+ is the highest standard rating. If a hat doesn't list a UPF rating, it hasn't been tested, which means you don't know what you're getting. The Provo lists UPF 50+ across the entire cap.

Read the label.

Change our mind.

Change My Mind meme about Coal Headwear

A hat with no UPF rating hasn't been tested

Coal Headwear

COALHEADWEAR.COM

UPF 50+ Is the Ceiling

Shop the Provo
Format
Meme template, product swapped in
Persona
Skeptical hat buyer who argues about sun ratings
Reason to buy
UPF 50+ sun coverage
Funnel stage
Top of funnel
Product
The Provo UPF Tech 5-Panel Cap
Lands on
Landing page

Coal Headwear

Sponsored · Meme 06 · Hood Doge

Double-layer beats single-layer.

Cold-weather kid math: one layer is a hat, two layers is a hood. The Ridge Hood Kids is double-layer, with an ultra-plush sherpa fleece outer and a moisture-wicking mesh liner. Helmet compatible.

Made for the whole family.

Two layers beat one

Buff Doge vs. Cheems meme about Coal Headwear

Ridge Hood Kids: sherpa fleece, mesh liner

A single-layer hat in the cold

Coal Headwear

COALHEADWEAR.COM

Double-Layer Kids Hood

Shop Kids Hoods
Format
Meme template, product swapped in
Persona
Parent comparing a thin hat with a proper hood
Reason to buy
Made for the whole family
Funnel stage
Middle of funnel
Product
The Ridge Hood Kids
Lands on
Landing page

Coal Headwear

Sponsored · Meme 07 · Skipper Tuxedo

Same beanie. Elevated.

The Skipper Fishermans Beanie is a classic fisherman beanie reimagined with a chunky knit and premium speckled wool yarns. A familiar shape, with more going on in the knit. Elevated for you.

Classic shape. Chunky knit.

Same beanie. Elevated.

Tuxedo Winnie The Pooh meme about Coal Headwear

A beanie

The Skipper: chunky knit, speckled wool

Coal Headwear

COALHEADWEAR.COM

The Skipper Beanie

Shop the Skipper
Format
Meme template, product swapped in
Persona
Beanie buyer who likes a classic shape with texture
Reason to buy
25 years of only headwear
Funnel stage
Middle of funnel
Product
The Skipper Fishermans Beanie
Lands on
Landing page

Photography and product names belong to Coal Headwear. Every ad lands on a page in this package. Memes use real, recognizable templates with Coal Headwear product photography composited in; template rights to clear before running. Hooks, personas and the texts shown inside memes and chats are proposed, not real customer quotes.