Purple Innovation, Inc. — Director's Dealing 2021

May 25, 2021

SEC Form 4 — Statement of Changes in Beneficial Ownership

Issuer: Purple Innovation, Inc. (PRPL)
CIK: 0001643953
Period of Report: 2021-05-21

Reporting Person: Coliseum Capital Management, LLC (Director, 10% Owner)
Reporting Person: Shackelton Christopher S (10% Owner)
Reporting Person: Coliseum Capital, LLC (10% Owner)
Reporting Person: COLISEUM CAPITAL PARTNERS, L.P. (10% Owner)
Reporting Person: Coliseum Co-Invest Debt Fund, L.P. (Director, 10% Owner)
Reporting Person: Coliseum Capital Co-Invest III, L.P. (10% Owner)
Reporting Person: Gray Adam (10% Owner)

Non-Derivative Transactions

Date	Security	Code	Shares	Price	A/D	Holdings After	Ownership
2021-05-21	Class A Common Stock ("Common Stock")	S	7308792	$30.00	Disposed	8235943	Indirect
2021-05-21	Common Stock	A	2969	$0.00	Acquired	8238912	Indirect

Footnotes

F1: Sale of shares pursuant to an underwritten registered public offering. These securities sold were held by CCP (as defined below), COC (as defined below) and a separate account investment advisory client of CCM (the "Separate Account").

F2: The Common Stock is held directly by (a) Coliseum Capital Partners, L.P. ("CCP"), an investment limited partnership of which Coliseum Capital, LLC, a Delaware limited liability company ("CC"), is general partner and for which Coliseum Capital Management, LLC, a Delaware limited liability company ("CCM"), serves as investment adviser, (b) Coliseum Capital Co-Invest III, L.P. ("CCC III"), an investment limited partnership of which CC is general partner and for which CCM serves as investment adviser, (c) Coliseum Co-Invest Debt Fund, L.P. ("COC" and together with CCP and CCC III, the "Funds"), an investment limited partnership of which CC is general partner and for which CCM serves as investment adviser, and (d) the Separate Account.

F3: Christopher Shackelton ("Shackelton") and Adam Gray ("Gray") are managers of and have an ownership interest in each of CCM and CC. Each of Shackelton, Gray, CCP, COC, CCC III, the Separate Account, CC and CCM disclaims beneficial ownership of these securities except to the extent of that person's pecuniary interest therein.

F4: Following the transactions reported herein, CCP, COC, CCC III and the Separate Account directly owned 4,942,848; 0; 1,734,476; and 1,561,588 shares of Common Stock, respectively.

F5: The Common Stock was received by Gray in connection with his service as a member of the board of directors of the Issuer. Gray has agreed that all equity awards he receives for serving as a director of the Issuer shall be issued to CCP.