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Sunday Afternoons Welcomes Patrick Mahaffey as New Chief Executive Officer

August 21, 2023

Media Contact

Emily Petterson +1 (503) 550-8161

Ashland, Ore. (August 21, 2023) — Following an extensive search, outdoor headwear brand Sunday Afternoons is thrilled to announce the
appointment of Patrick Mahaffey as its new chief executive officer.

Mahaffey joins the family-owned brand with extensive sales, operations, and leadership experience. Most recently, Mahaffey held the position of president at Good Life, Inc. during a period of dynamic growth for the company. His experience driving profitability and sustainable growth will bring an added layer of expertise to Sunday Afternoons.

In addition to his tenure at Good Life, Inc., Mahaffey’s professional journey includes leadership positions such as head of growth at
True North, CEO of Room 5, Inc., and CTO and co-founder of Mindbox, Inc.

Outgoing CEO Sarah Sameh, who has successfully led the brand over her almost decade-long tenure, expressed her confidence in Mahaffey’s ability to lead the brand to new heights. “Patrick possesses exceptional leadership abilities and an understanding of what it takes to grow and develop a close-knit, values-driven team,” Sameh noted. “As we embark on this exciting next chapter, I have deep gratitude for my time at Sunday Afternoons and am dedicated to supporting Patrick as he steers the company into a very bright future.”

Under Sameh’s leadership, Sunday Afternoons experienced a 400% increase in net sales, a 140% increase in major wholesale accounts, and doubled its staff, as well as a notable expansion of its global network, now operating in 65 countries worldwide. Sameh has decided to retire as CEO and focus her energy on corporate governance and more time with family and friends.

Mahaffey will join the Southern Oregon company during a time of continued innovation and growth.

“Joining Sunday Afternoons is truly exhilarating, particularly at a time when the company is fortified by the financial success, impressive patent portfolio, global philanthropy, and sustainability roadmap that Sarah has shepherded,” Mahaffey said. “I am both privileged and excited to collaborate with such a dynamic, devoted, and inspired team. The culture at Sunday Afternoons champions collaboration, innovation, giving back, and growth, all while maintaining a love of the outdoors throughout the journey.”

In addition to his corporate accomplishments, Mahaffey’s career includes service in the U.S. Navy, where he was stationed at SEAL Team One as a combat swimmer. A proud native Oregonian, his passion for team development, the great outdoors and human performance fuel his dedication to excellence.

About Sunday Afternoons, Inc.
A global leader in technical hats that offer superior protection from the elements, Sunday Afternoons has been redefining what headwear can do for 30 years. Oregon based and family owned, the company offers a year-round collection specializing in UPF 50+ sun protection, patented performance technologies, innovative features, classic styling, and lightweight materials. Founded in 1992, Sunday Afternoons first launched with the Original Adventure Blanket™, followed by the Original Adventure Hat™—initially created from blanket remnants—which today remains one of the most popular styles in the Sunday Afternoons collection. With a presence in 65 countries globally, the company is rooted in its love of the outdoors and strives to promote and support natural spaces, wild places, and endeavors that celebrate being outside. For more information, visit