Sports nutrition and supplement brand Puresport is turning Black Friday into a fundraising initiative with its ‘Thrift It Back’ campaign, aimed at supporting Greenhouse Sports, a London, UK-based non-profit that uses sport and mentoring to empower young people in disadvantaged communities.
The campaign follows the brand’s viral 2024 ‘Gift It Back’ campaign, where it sent 500 empty boxes to influencers. This year, Puresport is once again rejecting the overconsumption that may be associated with Black Friday.
For 2025, Puresport is sending empty influencer boxes across the UK, inviting recipients to fill them with unused or ‘over-gifted’ kit. This collected gear will then be sold at the Puresport Thrift It Back Market in London on Saturday, December 6, 2025.
All proceeds raised from the market will be doubled and donated directly to Greenhouse Sports to support its youth development and mentoring programmes.
Hilly Husnain, Head of Marketing at Puresport, said “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.”
Research conducted by Puresport found that 70% of PR gifts go unused, highlighting the issue of marketing excess within the industry.
Don Barrell, Chief Executive Officer at Greenhouse Sports, continued “We’re delighted to be part of Puresport’s Thrift It Back campaign. Working with young people growing up in poverty, for 23 years we’ve seen the impact that consistent, high-quality support can have.”
He added that the funding has a ‘real, tangible effect’ and helps young people build confidence, skills, and belief in their futures. Greenhouse Sports supports almost 9,000 young people every year.
www.puresport.co
www.greenhousesports.org
