Last Year They Went Viral for Sending Influencers Empty Boxes. Puresport’s Back With ‘Thrift It Back’ – Turning Black Friday Into a Force for Good

November 20, 2025

Last year they went viral for sending 500 influencers empty boxes for Black Friday. This year, sports nutrition and supplement brand Puresport is taking things one step further with “Thrift It Back” - a campaign that turns Black Friday into a force for good, converting marketing excess into funding for Greenhouse Sports, a charity that empowers young people in disadvantaged communities through sport and mentoring.

London, UK (November 20, 2025) /ENDURANCE SPORTSWIRE/ – Last year they went viral for sending 500 influencers empty boxes for Black Friday. This year, sports nutrition and supplement brand Puresport is taking things one step further with “Thrift It Back” – a campaign that turns Black Friday into a force for good, converting marketing excess into funding for Greenhouse Sports, a charity that empowers young people in disadvantaged communities through sport and mentoring.

Building on the success of its viral 2024 “Gift It Back” campaign – in which they sent 500 empty boxes to influencers and racked up over 2 million TikTok views in just 24 hours – Puresport is back, once again rejecting the commercialisation and overconsumption of traditional Black Friday in favour of purpose and impact. Puresport’s 2025 message is simple but powerful:

“Thrift It Back” : Turn Gifting into Giving

In partnership once again with Greenhouse Sports, the London-based charity that empowers almost 9,000 young people every year, Puresport will send empty influencer boxes across the UK. But this year, it’s not just about product donations – it’s about ensuring a tangible impact and raising vital funds for an important cause.

Each influencer will be invited to send their unused, over-gifted kit to the team at Puresport, which will then be sold at Puresport’s Thrift It Back Market, taking place on Saturday 6th December in London. All proceeds – 100% of the money raised – will be doubled and donated directly to Greenhouse Sports to support the charity’s vital mentoring and youth development programmes.

Research by the Puresport team found that 61% of brands say over half of the products they send out never get featured. It’s also reported that 70% of PR gifts go unused, and that 40% of beauty products end up in landfill unopened. It highlights a wider problem of marketing excess – a symptom of a world increasingly driven by quick fixes and overconsumption

“We created this project because the industry has normalised excess. Influencers are sent more products than anyone can use, and most of it ends up untouched. Instead of adding to the waste, we want to turn it into something meaningful and support a charity that genuinely changes lives” said Hilly Husnain, Head of Marketing at Puresport. “Greenhouse Sports made it clear that financial support is what matters most at this moment. So we’re mobilising our community in a way that actually changes things, not just another short-term Black Friday push.”

“We’re delighted to be part of Puresport’s Thrift It Back campaign,” continued Don Barrell, CEO at Greenhouse Sports. “Working with young people growing up in poverty, for 23 years we’ve seen the impact that consistent, high-quality support can have. Our blend of sport, mentoring, and structured programmes works and improves the life outcomes of those who need us most – partnerships like this help us achieve that. We’re a charity powered by voluntary income, so backing from Puresport and their community has a real, tangible effect. It helps young people build confidence, skills and belief in their futures. We’re grateful, and proud to stand alongside a brand that shares our values and our commitment to making that happen.”

In parallel, Puresport will launch its 3 for 2 sitewide offer on Monday 17th November, designed to empower customers to stay consistent into the new year – and to not just view January as a point to reflect and reset.

“The supplement industry plans all their campaigns to align with January’s ‘New Year, New You” sentiment. But we don’t,” said Hilly. “Our 3 for 2 isn’t about overconsumption, it’s instead about giving people the best platform to start, and to maintain the habits they’ve already built. At the core of our mantra, For the Long Run, is a commitment to purposeful, long-term change, and not in the quick fix or fad mindset.”

Puresport continues to challenge what marketing can look like in the wellness industry. For the team, it’s not about how much you buy; it’s about how intentionally you live, how you show up, and the commitment you bring to the journey. Wellness with purpose, grounded in consistency and community. For the Long Run.

For more information about Puresport visit www.puresport.co.

And to learn more about Greenhouse Sports go to www.greenhousesports.org

ENDS

Media contact:
Name: Kate Allan – Compete PR Ltd
Email: kate@competepr.com
Phone: +447754 072648