Pure Leaf turns tennis breaks into brand platform

The experience was filmed for Pure Leaf’s social channels, alongside additional content exploring Anisimova’s personal journey and the role of breaks in her return to professional tennis

Pure Leaf Iced Tea is partnering with professional tennis player Amanda Anisimova to promote the value of meaningful breaks through a campaign spanning content, fan activations and a New York City experience.

The partnership centres on Anisimova’s decision to step away from professional tennis in 2023 to reset before returning to competition and reaching the world’s Top 10. Pure Leaf has built the campaign around her experience and the idea that taking time out can help maintain momentum.

Pure Leaf uses Anisimova’s comeback to champion breaks

Pure Leaf surprised Anisimova during the 2026 tennis season with a Break Conference, replacing a scheduled press conference with an hour for her to reconnect with loved ones and take a break from media commitments.

The experience was filmed for Pure Leaf’s social channels, alongside additional content exploring Anisimova’s personal journey and the role of breaks in her return to professional tennis.

Amanda Anisimova, professional tennis player: “Taking a break from tennis gave me the time and space I needed to reset. The experience taught me that a break doesn’t mean you’ve lost your drive. It can be exactly what you need to come back stronger, with a fresh perspective and greater confidence. Pure Leaf has long championed the value of taking breaks, and together, we’re encouraging people to make space for the moments that help them reset and return ready for whatever comes next.”

Brand launches tennis-inspired Set Break Collection

Pure Leaf is also launching its Set Break Collection, a series of tennis-inspired prizes, merchandise and Pure Leaf Iced Tea giveaways designed around the brand’s break-focused platform.

From August 30, consumers can enter Instagram promotions for a chance to win items from the collection. Individual drops open at 3 PM ET and close at 11:59 PM ET on their respective dates, with the promotion running through the peak tennis season.

Pure Leaf brings tea break experience to New York

Pure Leaf will also host a Tea Break Cart near Bryant Park on September 2, offering visitors Pure Leaf mocktails and tennis merchandise while supplies last. The activation will take place on West 42nd Street between Fifth and Sixth Avenues.

The campaign extends Pure Leaf’s broader messaging around taking breaks as part of maintaining energy and focus, using tennis’s established breaks between games and sets as a cultural reference point.

www.pepsico.com

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