Bracelet brand Pura Vida named official jewelry partner of San Diego Wave FC
SAN DIEGO (FOX 5/KUSI) -- Two San Diego powerhouses are joining forces. Pura Vida, the popular handcrafted jewelry brand known for its iconic friendship bracelets, has officially partnered with San Diego Wave Fútbol Club, becoming the team’s "Official Handcrafted Jewelry Partner."
Announced Wednesday, the partnership marks a significant moment for both organizations — blending local pride, women’s empowerment, and the city’s growing sports culture.
Born in San Diego, Pura Vida has long supported female athletes through initiatives like the World Surf League’s Rising Tides, Oceanside's Supergirl Pro and Varsity Spirit. According to a brand spokesperson, this latest move into women’s soccer signals Pura Vida’s continued investment in one of the fastest-growing sports worldwide.
“Supporting the Wave is more than a partnership — it’s a celebration of our hometown,” said Brenna Fleener, Pura Vida’s VP of marketing. “As a brand that’s made of friendship material, we couldn’t be prouder to support a team that brings energy and connection to the city we love, on and off the field.”
San Diego Wave FC, currently riding a wave of fan support and strong performances in the NWSL, welcomes the collaboration as a celebration of the city’s talent and entrepreneurial spirit.
The partnership is expected to include exclusive co-branded merchandise, game-day activations, and community events designed to connect fans, athletes and the local San Diego scene. A Pura Vida–wrapped San Diego trolley will also debut, bringing supporters to Snapdragon Stadium in style.
As women’s sports continue to gain momentum, both Pura Vida and San Diego Wave FC hope this collaboration inspires the next generation of athletes and creators.
