X0306 4 2018-12-27 0 0001643953 Purple Innovation, Inc. PRPL 0001731237 Pearce Terry Vernon C/O PURPLE INNOVATION, INC. 123 EAST 200 NORTH ALPINE, UT 84004 1 1 1 0 Co-Director of R&D Class B Common Stock 2018-12-27 4 J 0 2447864 D Class A Common Stock 2447864 41623454 I By InnoHold, LLC Class B Common Stock 2018-12-27 4 J 0 1223932 A Class A Common Stock 1223932 1223932 D The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date. On December 27, 2018, InnoHold, LLC ("InnoHold") distributed a total of 2,447,864 shares of Class B Common Stock of Purple Innovation, Inc. directly to two of its members, Terry V. Pearce and Tony M. Pearce, including 1,223,932 shares of Class B Common Stock that were distributed directly to each of Terry V. Pearce and Tony M. Pearce. Includes shares of Class B Common Stock held directly by InnoHold, LLC ("InnoHold"). As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Tony M. Pearce. The 1,223,932 shares of Class B Common Stock shown as acquired by Mr. Pearce are the result of the distribution of shares previously reported as beneficially owned indirectly by Mr. Pearce through InnoHold, LLC. /s/ Casey K. McGarvey, Attorney-in-Fact 2018-12-31