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Filson

Sponsored · Exhibit 01 · Backpack Any Weather

Rain on the forecast? Pack anyway.

Our All-Weather Backpack is ideal for gear transport in any weather. The polyester fabric is coated with TPU (thermoplastic polyurethane) for water resistance. With a 30-liter carrying capacity there is ample room for the day's gear.

Black / Covert shown. More colorways inside.

All-Weather Backpack - Black / Covert
Any weather. 30 liters.

30-liter

Ample room for the day's gear

FILSON.COM

All-Weather Backpack

Shop Backpacks
Format
Product hero
Persona
Commuter or day-hiker who hauls gear in all weather
Reason to buy
Water-resistant backpack
Funnel stage
Top of funnel
Product
All-Weather Backpack - Black / Covert
Lands on
Landing page

Filson

Sponsored · Exhibit 02 · Cruiser Wool Card

Cold and wet? Wool stays on the job.

Made from 100% virgin Mackinaw Wool, the Cruiser gives dependable warmth in cold and wet conditions. The dense weave helps block wind, rain, and snow. The full-width rear map pocket adds storage and an extra layer of wool across the back.

Mackinaw Wool Cruiser Jacket, Charcoal.

Wool that works in the wet

Mackinaw Wool Cruiser Jacket - Charcoal

  • 100% virgin Mackinaw Wool
  • Warm in cold and wet conditions
  • Dense weave helps block wind
  • Full-width rear map pocket
Mackinaw Wool Cruiser Jacket - Charcoal

FILSON.COM

Mackinaw Wool Cruiser

Shop Outerwear
Format
Menu-card split, product photo
Persona
Cold-weather worker who needs a jacket that handles wet
Reason to buy
Wool that insulates when wet
Funnel stage
Middle of funnel
Product
Mackinaw Wool Cruiser Jacket - Charcoal
Lands on
Landing page

Filson

Sponsored · Exhibit 03 · Open Sky Brim

Long days in the sun call for a real brim.

The Open Sky Hat is made for long days in the sun, from open trails and summer travel to work around the property. The three-inch flat brim shades your face, neck, and ears from harsh sun.

Lightweight Shantung keeps it comfortable through warm weather.

Filson X Stetson Open Sky Hat - Natural
Filson X Stetson

Shade for face, neck, ears

FILSON.COM

Filson X Stetson Open Sky Hat

Shop Hats
Format
Full-bleed photo
Persona
Summer traveler or property worker who squints all day
Reason to buy
Brim that shades
Funnel stage
Top of funnel
Product
Filson X Stetson Open Sky Hat - Natural
Lands on
Landing page

Filson

Sponsored · Exhibit 04 · Warm Months Guide

A guide shirt for the warmer months.

Our original Alaskan Guide Shirt has proven itself time and again from Alaska to Maine to the Rockies. This Lightweight version is made from 5-oz. soft cotton twill, for comfort in southern climes and warmer months.

Unfailing goods since 1897.

Lightweight Alaskan Guide Shirt - Midnight Navy
Guide shirt, warmer months
  1. 15-oz. soft cotton twill
  2. 2Comfort in southern climes
  3. 3Proven from Alaska to Maine
  4. 4Made for warmer months

FILSON.COM

Lightweight Guide Shirt

Shop Shirts
Format
Product photo, ingredient chips
Persona
Southern-climate hiker or angler who wants a proven shirt
Reason to buy
Unfailing goods since 1897
Funnel stage
Middle of funnel
Product
Lightweight Alaskan Guide Shirt - Midnight Navy
Lands on
Landing page

Filson

Sponsored · Exhibit 05 · Free Backpack Offer

Spend $350. Take a backpack home.

Spend $350 and the All-Weather Backpack comes free. It is built for gear transport in any weather, with TPU-coated polyester for water resistance and a 30-liter carrying capacity. It lists at $179.00 on its own.

Free All-Weather Backpack with $350 Purchase.

Claim to confirm with brand: Confirm offer dates and terms with brand

All-Weather Backpack - Olive / Black / Covert
Free All-Weather Backpack

Spend $350, get a backpack

With $350 Purchase

FILSON.COM

Free Backpack at $350

Shop the Offer
Format
Offer on product photo
Persona
Gift buyer or gear upgrader close to the order threshold
Reason to buy
Free backpack with $350
Funnel stage
Bottom of funnel
Product
All-Weather Backpack - Olive / Black / Covert
Lands on
Landing page

Filson

Sponsored · Exhibit 06 · Pants Lineup Collage

Three pants. One promise.

Granite Mountain, Field Supply, Dry Tin: pick the pair that fits your week. Every product is guaranteed for life, from the original Outdoor Outfitter and manufacturers of premium flannels since 1897.

Find your pair in Shop All Bottoms.

Pants

Pants

Denim

Denim

Guaranteed for life

Guaranteed for life

Three looks. One lifetime guarantee.

FILSON.COM

Guaranteed for Life

Shop Pants
Format
Three-photo collage
Persona
Pants shopper comparing work, field, and denim options
Reason to buy
Guaranteed for life
Funnel stage
Middle of funnel
Product
Field Supply Pants - Washed Fatigue Green
Lands on
Landing page

Filson

Sponsored · Native 01 · Fall Jacket Notes

My fall jacket list, in order.

The Mackinaw Wool Cruiser Jacket has a relaxed cut for freedom of movement, button-front closure and adjustable cuffs to help seal out the cold, and spacious front pockets that keep tools and daily essentials close at hand.

Made from 100% virgin Mackinaw Wool.

Mackinaw Wool Cruiser Jacket - Dark Navy

Notes

My fall jacket list

  • Relaxed cut, easy movement
  • Adjustable cuffs seal out the cold
  • Spacious front pockets
  • Rear map pocket, extra wool

FILSON.COM

Cruiser Jacket, Dark Navy

Shop Wool Jackets
Format
Notes app over product photo
Persona
Fall shopper who wants one jacket for long hours outside
Reason to buy
Wool that insulates when wet
Funnel stage
Top of funnel
Product
Mackinaw Wool Cruiser Jacket - Dark Navy
Lands on
Landing page

Filson

Sponsored · Native 02 · Gift Chat Thread

Stuck on a gift for Dad? Start here.

Browse Gifts Under $300, or go bigger with the Mackinaw Wool Cruiser Jacket. Wool naturally insulates even when wet and remains breathable for comfort through changing weather. A gift that keeps working outside.

Free shipping on orders over $99.

Dad

What do I get Dad?

Mackinaw Wool Cruiser Jacket - Forest Green

Something warm that lasts.

Wool. Done.

FILSON.COM

Gifts Under $300

Shop Gifts
Format
Message thread with photo
Persona
Adult child shopping for a dad who works outdoors
Reason to buy
Wool that insulates when wet
Funnel stage
Middle of funnel
Product
Mackinaw Wool Cruiser Jacket - Forest Green
Lands on
Landing page

Filson

Sponsored · Native 03 · Store Event Roll

Our camera roll is mostly store events.

From the Seattle Flagship Factory Tour to the Rewaxing Workshop, Coffee Tasting, and Knife Sharpening, our stores host events for people who like to see how their gear is made and cared for.

Find a store near you.

Seattle Flagship Factory Tour
RecentsSaturday
Early morning
Edit

Saved: factory tour day

FILSON.COM

Events at Our Stores

Find a store
Format
Camera-roll share
Persona
Local gear fan who likes hands-on store days
Reason to buy
Unfailing goods since 1897
Funnel stage
Top of funnel
Product
Seattle Flagship Factory Tour
Lands on
Landing page

Filson

Sponsored · Native 04 · Cap Poll

Wildfowl hat or watch cap? You decide.

The Tin Cloth Wildfowl Hat is water-resistant and durable, lined with 100% virgin wool for sweat-wicking insulation, with a protective wool ear/neck flap. Watch Caps come in Navy, Flame, Red, and Otter Green.

Vote, then shop. Every product guaranteed for life.

Tin Cloth Wildfowl Hat
Watch Cap

Wildfowl hat or watch cap?

Tin Cloth Wildfowl HatWatch Cap

FILSON.COM

Pick Your Cap

Shop Hats
Format
Stories poll
Persona
Cold-morning hunter or commuter choosing a winter hat
Reason to buy
Guaranteed for life
Funnel stage
Top of funnel
Product
Tin Cloth Wildfowl Hat - Otter Green
Lands on
Landing page

Filson

Sponsored · Meme 01 · Rainy Jacket Drake

Does your jacket quit when it rains?

Made from 100% virgin Mackinaw Wool, our Cruiser gives dependable warmth in cold and wet conditions. Wool naturally insulates even when wet and remains breathable for comfort through changing weather.

Pick the one that keeps working.

Wool does not quit in the wet

Drake Hotline Bling meme about Filson

A jacket that gives up in the rain

Wool that insulates even when wet

Filson

FILSON.COM

Wool That Keeps Working

Shop Wool Jackets
Format
Meme template, product swapped in
Persona
Rain-and-cold commuter tired of jackets that soak through
Reason to buy
Wool that insulates when wet
Funnel stage
Top of funnel
Product
Mackinaw Wool Cruiser Jacket - Charcoal
Lands on
Landing page

Filson

Sponsored · Meme 02 · Guide Shirt Loyalty

Window shopping again? Same.

New jackets are great. But the Alaskan Guide Shirt has proven itself time and again from Alaska to Maine to the Rockies, and every Filson product is guaranteed for life. Wear what you trust and let the rest wait.

Your old favorite still has a place.

New jacket? I have a guide shirt.

Distracted Boyfriend meme about Filson

A shiny new jacket

Me, every fall

My Alaskan Guide Shirt

Filson

FILSON.COM

Guide Shirt, Guaranteed

Shop Shirts
Format
Meme template, product swapped in
Persona
Loyal owner tempted by every new arrival
Reason to buy
Guaranteed for life
Funnel stage
Middle of funnel
Product
Alaskan Guide Shirt - Extra Long - Red/black Plaid
Lands on
Landing page

Filson

Sponsored · Meme 03 · Cart Under The Line

Cart just under the line?

Orders less than $99 pay $10 standard shipping. Orders $99 or more get free standard shipping, and no discount code is needed. One more item and the math changes in your favor.

Free shipping on orders over $99.

$10 shipping or one more item?

Two Buttons meme about Filson

Pay $10 for standard shipping

Add one more item

You, just under $99

Filson

FILSON.COM

Free Shipping Over $99

Shop Now
Format
Meme template, product swapped in
Persona
Shopper with a small cart weighing one more item
Reason to buy
Free shipping over $99
Funnel stage
Middle of funnel
Product
Watch Cap - Navy
Lands on
Landing page

Filson

Sponsored · Meme 04 · Backpack Brain

Waiting for a reason to buy the backpack?

Here it is. Spend $350 and the All-Weather Backpack is free. TPU-coated polyester for water resistance, and a 30-liter carrying capacity for the day's gear. Your cart just got smarter.

Your cart, $350, one free backpack.

Claim to confirm with brand: Confirm offer dates and terms with brand

Expanding cart, free backpack

Expanding Brain meme about Filson

Wait for a reason

Check Gifts Under $300

Spend $350

Free All-Weather Backpack

Filson

FILSON.COM

Free All-Weather Backpack

Shop the Offer
Format
Meme template, product swapped in
Persona
Planner who has a big cart and no push to check out
Reason to buy
Free backpack with $350
Funnel stage
Bottom of funnel
Product
All-weather Backpack - Moon Mist / Pewter
Lands on
Landing page

Filson

Sponsored · Meme 05 · Backpack Debate Sign

Think all backpacks are the same?

Ours is made for gear transport in any weather. The polyester fabric is coated with TPU (thermoplastic polyurethane) for water resistance, and the 30-liter carrying capacity leaves ample room for the day's gear.

Bring your best argument.

Change my mind: 30 liters, any weather

Change My Mind meme about Filson

30-liter pack, TPU-coated fabric. Change my mind.

Filson

FILSON.COM

Not All Packs Are Equal

Shop Backpacks
Format
Meme template, product swapped in
Persona
Backpack skeptic who has been burned by soggy gear
Reason to buy
Water-resistant backpack
Funnel stage
Top of funnel
Product
All-Weather Backpack - Tundra Shrub Camo
Lands on
Landing page

Filson

Sponsored · Meme 06 · Buy Once Plan

The plan: buy once.

Buy a Filson. Wear it hard. Find out every product is guaranteed for life. Wear it harder. It comes from the original Outdoor Outfitter, building on a name that has stood since 1897.

Start with the Dry Tin Cloth 5-Pocket Pants.

Buy once. Wear hard. Repeat.

Gru's Plan meme about Filson

Buy a pair of Dry Tin pants

Wear them hard

Every product guaranteed for life

Guaranteed for life. Wear them harder.

Filson

FILSON.COM

Buy Once, Wear Hard

Shop Pants
Format
Meme template, product swapped in
Persona
Buy-it-for-life shopper tired of replacing work pants
Reason to buy
Guaranteed for life
Funnel stage
Middle of funnel
Product
Dry Tin Cloth 5-Pocket Pants - Whiskey
Lands on
Landing page

Filson

Sponsored · Meme 07 · Free Shipping Doge

Jac-shirt orders ship free.

Free economy shipping on U.S. orders over $99, no discount code required. That covers the Mackinaw Wool Jac-shirt in Chessie Tan and everything else in your cart. International orders are excluded.

Free shipping on orders over $99.

Over $99? Shipping's on us.

Buff Doge vs. Cheems meme about Filson

Free shipping on U.S. orders over $99

Paying shipping on a big order

Filson

FILSON.COM

Free Shipping on U.S. Orders

Shop Jac-Shirts
Format
Meme template, product swapped in
Persona
Online shopper who hates paying shipping on a big cart
Reason to buy
Free shipping over $99
Funnel stage
Bottom of funnel
Product
Mackinaw Wool Jac-shirt - Chessie Tan
Lands on
Landing page

Filson

Sponsored · Meme 08 · Brim Upgrade

Long day in the sun?

The Open Sky Hat is made for long days in the sun. The three-inch flat brim shades your face, neck, and ears from harsh sun, and lightweight Shantung keeps it comfortable through warm weather.

Shade, sorted.

Upgrade your shade

Tuxedo Winnie The Pooh meme about Filson

Squinting through the afternoon

A three-inch brim for face, neck, and ears

Filson

FILSON.COM

Open Sky Hat Shade

Shop Hats
Format
Meme template, product swapped in
Persona
Outdoor traveler who keeps squinting under a thin cap
Reason to buy
Brim that shades
Funnel stage
Top of funnel
Product
Filson X Stetson Open Sky Hat - Natural
Lands on
Landing page

Photography and product names belong to Filson. Every ad lands on a page in this package. Memes use real, recognizable templates with Filson 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.