Last year they went viral for mailing influencers empty boxes on Black Friday. This year, Puresport is… doing it again—but with an even bigger twist. The London-based sports nutrition and supplement brand has launched “Thrift It Back,” a cheeky, purpose-driven campaign that turns marketing waste into real-world impact.

Building on the success of 2024’s “Gift It Back” stunt—where 500 empty boxes and millions of TikTok views spotlighted overconsumption—Puresport is doubling down on the message:

“Thrift It Back”: Turn Gifting into Giving

Just like last year, influencers across the UK will receive empty boxes. Instead of finding collagen or pre-workout inside, they’ll be asked to send their unused, over-gifted kit back to Puresport. Those items will then be sold at the Thrift It Back Market on December 6 in London, with 100% of proceeds doubled and donated to Greenhouse Sports—a charity empowering young people through sport and mentoring.

As Puresport points out, the industry has a real waste problem:

• 61% of brands say more than half their gifted products are never featured
• 70% of PR gifts go unused
• 40% of beauty products end up in landfill unopened

Head of Marketing Hilly Husnain explains the intent bluntly:

“We created this project because the industry has normalised excess… Instead of adding to the waste, we want to turn it into something meaningful and support a charity that genuinely changes lives.”

Greenhouse Sports CEO Don Barrell welcomed the partnership, emphasizing the real-world impact of sustained support:

“Working with young people growing up in poverty… partnerships like this help us achieve that.”

Meanwhile, in a parallel universe where brands are rolling out “New Year, New You” campaigns, Puresport is going its own way with a 3-for-2 sitewide offer designed not to spark overconsumption, but to help people stay consistent heading into the new year. As Husnain puts it:

“Our 3 for 2 isn’t about overconsumption… At the core of our mantra, For the Long Run, is purposeful, long-term change.”

With another Black Friday activation that swaps hype for heart, Puresport continues to carve out a reputation as the wellness brand that isn’t afraid to poke fun at industry norms—while still making a meaningful impact.