Who are Puresport?
Puresport was born out of necessarity in December 2018, when professional Rugby players Grayson Hart and Adam Ashe found themselves at a crossroads. Both had spend years managing injuries with heavy option-basedpure painkillers… quick fixes that masekd the pain but couldn't didn't address the root cause. They knew they needed something better. Something natural, effective, and sustainable.
What started with CBD has evolved into a broader recovery and performance offering, spanning supplements, skincare, and functional products designed to help people train harder and recover better.
They serve a community of athletes, gym-goers, and everyday performers who care about what they put in and on their bodies, and who value brands that feel purposeful rather than hyped.
Peak Performance, Peak Distraction
By the time Black Friday rolls around, digital channels are at full saturation. Inboxes overflow, SMS queues stack up, and even loyal customers can become unreachable amid the noise.
Puresport was already running a strong digital engine. But like every brand competing during BFCM, attention was fragmented, especially among churned one-time purchasers and customers no longer engaging online. The opportunity was not about fixing what was broken. It was about finding a way to cut through during the most competitive week of the year and reintroduce the brand with intention.
A Paper Recovery Plan for BFCM Reach
By using Paper Run's integration with Klaviyo, Puresport launched a targeted one-off campaign designed specifically for churned and digitally unreachable one-time purchasers during Black Friday.
Creative was developed and iterated quickly to reflect the urgency of BFCM while staying true to s clean, performance-led aesthetic.
To measure the impact of adding Direct Mail, Puresport ran an incrementality test using Paper Run's holdout functionality. They split their audience 50/50, ensuring that both groups continued to receive the standard email flows. Then they tested as follows:
🧪 Test group: Received one of the loyalty reminder postcards
❌ Control group: Did not receive the postcard
Strong Returns Under Pressure
For BFCM, Execution speed mattered. Creative iterations moved quickly, communication stayed tight, and the one-off Black Friday send came together without friction. In a week defined by competition and distraction, the flow delivered clear, incremental impact:
Incremental Return on Ad Spend (ROAS): Puresport’ saw 1.5X iROAS, making this one-off send one of the most effective campaigns launched over BFCM.
Conversion Rate: This one-off send is achieved a stagging 118% conversion uplift vs. the holdout group.
Head of Growth & Ecommerce
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