Wellness Brand Puresport Are Challenging Consumerism And Excess This Black Friday | Fashion

Trailblazing wellness brand Puresport is breaking tradition with a new Black Friday campaign aimed at targeting overconsumption and looking inward to help our communities. Founded in 2018, Puresport has built a reputation over the past 6 years for careful and meaningful recovery through its products and community in sport.

For this campaign, Puresport has collaborated with Greenhouse Sports, a charity that focuses on mentoring young people in sports. Founded over 20 years ago, the charity has strong roots in disadvantaged communities around the country, embedded within schools Greenhouse Sports can provide free coaching mentors and intensive sports programmes to a wider crowd. 

This November Puresport has sent a series of empty boxes out to 500 influencers within their community. These influencers are encouraged to collect new and gently used items, athletic clothing, accessories, and anything else they can think of that might make a positive difference to the children supported by Greenhouse Sports. Once they have packed the items into the empty box, they can attach an enclosed prepaid returns label and drop the box off at any Royal Mail location by Friday 22nd November. Alongside a £10,000 donation from Puresport, all contributions will be sorted by the Puresport team and donated directly to Greenhouse Sports. 

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The campaign is uniquely timed to combat the typical unethical overconsumption that we’re berated with throughout the holidays. By planning the activation to coincide with Black Friday, Puresport hopes that these influencers will encourage their audiences to reconsider the typical Black Friday mass consumerism in favour of making more meaningful contributions to their own communities. And by partnering with Greenhouse Sports, Puresport hopes to engage and empower the charity’s 9,000 strong community. 

“PR packages are becoming more and more extravagant, and whilst I love the creativity, brands are trying to outdo each other by sending more products which is wasteful” said Hilly, Puresport’s Head of Marketing. “We wanted to create a moment of reflection on the excess during this period and redirect that energy into meaningful contributions.” 

Visit puresport.co and learn more about Greenhouse Sports’ important work at greenhousesports.org.

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