Comfrt is an apparel brand built on the idea that clothing can change how you feel. Its hoodies, blankets, and loungewear are slightly weighted, designed to apply the kind of gentle, steady pressure that feels like being held. Founded by Hudson Leogrande after his own experience with anxiety and depression, the brand has grown a fiercely loyal following and sold more than 20 million hoodies.

The early mover

Comfrt launched on AppLovin in 2024 as an early adopter, before apparel brands were widely on the platform. They were looking to unlock new customers they can’t reach anywhere else.

They started with AppLovin on hoodies in the US, scaled to millions in spend in their first year on the platform, then replicated across products like blankets and loungewear, and locations like Canada and AU.

The infrastructure behind the ads

Comfrt ran one campaign of each audience strategy: Universal to maximize total purchases, Prospecting to focus on new customer acquisition, and Discovery to reach users who had never visited their site. Running all three at once let them find the right balance across total ROAS, new customer growth, and net-new visitors. They matched that structure with an aggressive content operation. Uploading thousands of new assets every week is what keeps performance strong as spend scales.

Comfrt's creator ecosystem sends roughly 4,000 videos per week. At any given time, more than 9,000 of those assets are running in active campaigns. The creative isn't random volume. It maps to specific formats: try-on hauls, creator codes, and gifting angles designed to match how their customer shops.

To help manage that volume, Comfrt became an early beta tester of AppLovin MCP, an AI tool that lets them manage campaigns through natural language in any MCP-compatible AI assistant. Rather than sifting through thousands of videos, they just ask: "Show me my top 10 performing assets by ROAS" or "Pull last week's ROAS by campaign." One tool handles both the content library and the reporting.

(Want to learn more about AppLovin MCP? Sign up for the beta here.)

Net new customers, at scale

Across every market, the majority of Comfrt's AppLovin checkouts came from people who had never bought from them before, with a 87% new-customer rate in Canada and 92% in AU/NZ. For a brand that has already sold more than 20 million hoodies, those are meaningful numbers. AppLovin was finding genuinely new Comfrt customers at scale.

And it wasn't just geography that expanded. Comfrt applied the same playbook across their product line, moving from hoodies into blankets, their travel-friendly Airplane Mode line, and loungewear.

The peak moment: Labor Day

During their Labor Day push, Comfrt scaled spend to more than double their pre-holiday daily average. D0 ROAS, which measures same-day return on ad spend, climbed 32% to 3.16x.

New customer performance followed the same trajectory: new-customer D0 ROAS rose 49%. Comfrt wasn't just holding onto efficiency while spending more - they were acquiring new customers with increasing efficiency.

Ready for Q4

Labor Day was the test for scaling on AppLovin during sale windows. Comfrt scaled to more than double their daily average spend, and performance held. Heading into BFCM 2026, they have a blueprint for making the most of a major sales window.

The creative strategy is mapped to how people actually shop for gifts. Blankets are positioned as the hero product: no sizing anxiety, no guesswork, easy to give. Creator content follows a three-touch sequence: the creator’s video, their code on screen, and a matching end card, built on the insight that 86% of consumers have bought apparel after seeing it on an influencer. And across the BFCM window, five rotating creative formats (warehouse walkthroughs, deal callouts, shipping cutoffs, price strikethroughs, and seasonal hauls) keep the content fresh without rebuilding from scratch.

Comfrt manages it all without interrupting their best-performing ads. Their Interactives automatically update to reflect their latest offer within the same ad asset, so their best assets stay live through every sale window.