The campaign is also rooted in data. According to Bahri, 90% of men who wear hats to cover hair insecurities say they’d wear them less if they felt more confident about their hair.
Meeting men where they are
Bahri said the brand’s goal is to meet men where they already are, like live sports broadcasts.
The aim is to create space for men to take a first step toward thinking about their health.
“At its core, sports are about the comeback. That idea brings ‘Under Every Hat There’s a Comeback’ full circle in a way that feels natural, not forced,” Bahri said.
That thinking also informed the partnerships with Berger and Cameo. Berger, known as a “hat guy,” has been open about his own hair journey, while Cameo adds a layer of playful interaction, allowing fans to send friends messages from Berger at a discounted rate.
“It takes the humor and vulnerability at the heart of the campaign and brings it into a real, shareable moment, which is exactly how modern storytelling travels,” Bahri said.
