LOS ANGELES, Calif./USA (Tuesday, March 8, 2022) - Today, as part of the International Women's Day celebration, the World Surf League (WSL) announced the 2022 launch of WSL Rising Tides presented by Pura Vida. With the 2022 activations taking place at select 2022 Championship Tour (CT) locations, the WSL welcomes Pura Vida as the presenting partner of the WSL Rising Tides program. The partnership with the Pura Vida lifestyle brand will also include a co-branded product launch and participation in WSL merchandise sales.
WSL Rising Tides is a cornerstone of the league's values, providing young surfers access to the world's best surfers and a platform to explore and learn from their heroes and heroines about pursuing their dreams in and out of the water.
"We're very excited to bring back such a special program with WSL Rising Tides presented by Pura Vida," said Jessi Miley-Dyer, WSL SVP of Tours and Head of Competition. "We're looking forward to inspiring the new generation by connecting groms with their surfing heroes. We can't wait to have the future WSL Champions in the water, sharing the lineup with their role models."
With the shared goal to inspire the next generation of female surfers, Pura Vida decided to join WSL and come onboard to support the project. As an official partner of the WSL, Pura Vida will be collaborating with the league for a product launch this summer. The upcoming custom Pura Vida bracelet will tie back to WSL's We Are One Ocean campaign, focusing on sustainability and ocean protection.
"Pura Vida is a purpose led company that produces handcrafted surf inspired jewelry which is very popular with our young female fanbase," said Cherie Cohen, WSL Chief Revenue Officer. "Their support of local artisans and environmental causes are messages we want to reinforce with the next generation of athletes and fans. As the presenting partner of WSL Rising Tides this year, we will have the opportunity to engage more with young girls, invite them into the lineup, and share in the Pura Vida spirit."
Current World No.1 Brisa Hennessy (CRI) has recently teamed up with Pura Vida, and is ready to share the brand's values with surf fans around the world while on tour.
"I'm really excited to join the Pura Vida Family," said Brisa Hennessy. "I love what they are doing with communities, the sparkle they give to women around the world, and their true essence and beauty of the pura vida, pure living lifestyle. I'm excited to bring that message around the world with them!"
WSL Rising Tides activations will take place at each 2022 Championship Tour stop following the new mid-season cut. Pura Vida merch, including the bracelet collab with WSL, will be available for sale at the following events in 2022: Rip Curl Pro Bells Beach, Margaret River Pro, Oi Rio Pro, Rip Curl WSL Finals, and Vans US Open.
The holding period for the Rip Curl Pro Bells Beach, the fourth stop of the 2022 Championship Tour, runs from April 10 to April 20, 2022. The competition will be broadcast LIVE on WorldSurfLeague.com and WSL's YouTube channel, as well as the free WSL app. Check local listings for coverage from the WSL's broadcast partners.
About Pura Vida
Pura Vida, based in La Jolla, California, was founded in 2010 by friends Paul Goodman and Griffin Thall after they met two local artisans on the beach in Costa Rica. The duo brought back 400 bracelets and began to sell them to family and friends to help share their journey and give back to the artisans. Since then, this fast-growing company has stayed true to its roots by providing full-time jobs to hundreds of artisans worldwide, donating $2.4 million to over 175 charities, and providing products that embody a positive, laid-back lifestyle. Follow the brand on Instagram @puravida and on TikTok @puravida.