PURESPORT'S BLACK FRIDAY CAMPAIGN.

As the global awareness of ethical behaviours behind sustainability and wastage start to creep in to organisational motives, how can we be truly sure people are doing all they can?

Influencers becoming one of the leading contenders of consumer media has resulted in an ongoing exchange in which businesses will trade free products for coverage and word of mouth. With only so much one could need, PR products and their packaging promote indescribable wastage of materials, and as the influencer world takes its rise, so do these damaging statistics. Over the whole 11 year period from 2011 to 2022, paper and cardboard was the main packaging waste material, contributing 34.0 million tonnes to the total packaging waste generated in 2022; since 2011, this waste stream increased by 21.3%. Non profit organisation’s however contribute a large aid to community despair without the intention of a capital gain, yet thrive on the generous support of others in replacement

Puresport, a supplement brand built on advocating for long-term health for sports enthusiasts, had taken Black Friday as an opportunity to focus on meaningful contributions rather than just pushing products. Instead of gifting the usual flashy, wasteful PR package, an innovative and inspiring approach had Puresport sending 500 influencers a surprise: an empty box. In replacement of a savvy addition to the wardrobe, each box carried a simple note; asking influencers to fill the box with new or gently used athletic apparel, or accessories. This being from previous PR, or items should they already own and no longer use.

The campaign, titled “Gift It Back” carries a powerful message about excess materials, community, and the impact of intentional choices, by companies and by the people. A TikTok that was posted by Hilly Husnain (Head of marketing at Puresport) with intent for reach gained a staggering 1.5M views within the first 24 hours of posting.

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

With the collated return of sports apparel from the influencers, Puresport received an impressive 200 immediate returns out of the 600 that were sent, others holding on to the box until they have more to donate. All of this for one heartwarming cause, the collaboration with charity Greenhouse Sports, where the packages are being donated.

As a dedicated organisational charity that uses the power of sport and mentoring to

transform young lives, it is for 22 years that Greenhouse Sports have embedded expert Coach-mentors within schools in disadvantaged communities, delivering free, intensive sports programmes that transform the life skills of young people. By breaking stereotypes , and utilising the power of sports to break down barriers, these coaches can serve as mentors and role models, equipping young people with resilience, self belief and confidence for success in education and beyond. The synergy between both sports driven companies, “is really exciting” says Taner Adu, coach manager at Greenhouse Sports. “We align in so many ways. Bringing sport to people is so important and that’s what we both do, bringing that sense of community and teamwork is crucial so I am really excited for the future of where we can take this partnership, we’re in it for the long run.”

It is no surprise that the entirety of Tiktok is waiting for an update on how Greenhouse Sports have used these contributions, “We’ve had impact on 60,000 young people in London, and that number is only going to grow, especially with this collaboration.” Commented Greenhouse, “We really believe that every child deserves a fair chance to succeed, 4.3 million children are growing up in poverty and we really want to balance that out and provide them with opportunities they might not get elsewhere.”

The response so far therefore has been overwhelmingly positive. Influencer @Whatsgoodkat praised it as “the most incredible, meaningful marketing I’ve ever seen.”

Olympian Rose Harvey echoed this sentiment, saying, “I love the idea! I actually have a huge box of brand-new running shoes that I can donate.”

This campaign isn’t just about giving back; it’s also about influencing cultural change. “Black Friday can feel alienating to many,”

Puresport noted in their box to influencers, “Instead of pushing more products, we want to show the power of community and thoughtful

giving.”

 On November 30th, the brand’s Run Club took part in a special event, to hand deliver these boxes to Greenhouse Sports, a symbolic gesture combining community, sport, and giving back.

As much as Puresport’s campaign flips the narrative on typical Black Friday consumption, is it truly guided by pure minded intention? Or is the capitalism on a good deed the motive for such a movement?

We spoke to student Emily Brown, specialising in PR and communications at London College of Fashion, who questions the intention of the campaign

” I think from a perspective of someone studying PR, I have a very nuclear vision on what they're doing. it's really giving them a great image in terms of having strong values that consumers want today-sustainability for example and will set trends for competitors. Therefore, making consumers feel guilt free about buying from Puresport as they believe they aren't taking part in over consumption. But unless they really commit to a long-term relationship with the charity, what is it really helping?”

Emily touches on the motive of PR campaigns, and the idea that it always entails some sort of ‘exchange’. “They are still a brand that benefits from profit. It’s still a capitalist system really. The whole point of PR is that you are storytelling, you are assembling the image of what you want the consumer to see, and have them spend their money on it”

As companies that have leverage on social impact, how can we work to eliminate prioritising capital, before making change? How can we operate as a business, but have the morals of a charity? “How can you really be anti-consumption in favour of decreasing environmental wastage if you want people to consume your products?” says Emily. Can a business be truly ethical?

With hopes that the coverage of this campaign will lead to more sectors within our industry indulging in similar work, we are interested to see who will take the plunge to evidently place worldly issues before revenue tactics.