What do you do when your big product launch gets pulled days before the event?
If you’re Puresport, you don’t panic, you pivot.
The Hackney Half was meant to be the live debut of their new Watermelon Salt Ultra Electrolytes. Big crowd, big energy, perfect timing.
Then came the curveball: no sampling allowed. A last-minute vendor conflict meant the main plan was off the table.
Most brands might’ve packed up. Puresport doubled down.
They showed up with two tonnes of fresh watermelon and a pinch of salt, a playful, on-brand nod to the flavour that still delivered the vibe, the buzz and the message.
No sachets. No fuss. Just 7,000 odd slices served from the stall.
It worked because it wasn’t random. It was right. It was fast thinking, but it was also brand thinking.
Because pivoting isn’t just about reacting, it’s about knowing exactly who you are when the plan disappears.
