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.

“Supportin

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