When Amanda Anisimova stepped away from professional tennis for a significant portion of 2023, she could not have anticipated the unique personal brand and modern sponsorship ecosystem that would emerge from her absence. Now firmly cemented in the world's top 25 and boasting a resume as a two-time major finalist, the American athlete has fully embraced her distinctive identity.

"I feel like I have had quite an interesting path so far in my career," Anisimova shared in an exclusive interview. "I have done things in a very unique way and in a way that feels real to other people. I have loved being able to be open and honest and sharing my story of the highs and lows of what I have experienced so far in my career."

Aligning Values with Commercial Partners

That unconventional journey has driven the 25-year-old to selectively partner exclusively with brands that reflect her core mission. "I have always been honest about what I have been through, and my values are personal and unique to me and shaped around mental health and taking care of myself," she explains. "That is the way I have been trying to go about my brand, as an athlete and human being."

This authentic perspective culminated during the summer when Anisimova partnered with Pepsi-owned Pure Leaf. Expecting a standard introductory press conference ahead of a major tournament, she was instead surprised by the corporation with a customized hiatus featuring quality time with family and puppies—delivering a "great way to reset and enjoy my day off." Anisimova lauded the gesture as one of the "most thoughtful things not only a friend or someone I work with, but also a brand, has done for me."

Stepping into Entrepreneurship and Leadership

As Anisimova matures, she notes that transitioning into the next phase of her life involves taking a much more active role in commercial decisions beyond the court. Harboring deep passions for music, fashion, and philanthropic endeavors—particularly building a community sports program for children—she is determined to invest her time purposefully. Business ventures are central to this evolution, ensuring she remains fully engaged and present for every future milestone.

"I say I’m someone who thrives off having a lot of things going across the board," she states. "I would always get kind of bored when it was tennis, tennis, tennis. I love tennis, but I never found that fulfilling enough. I love having different things. I am creative and passionate."

Managing Time and Strategic Selection

To avoid burnout and maintain a grueling athletic routine, Anisimova enforces strict time management. While mornings and afternoons are strictly dedicated to tennis training—spanning five to six days a week—she carves out a strategic two-hour midday window to handle business operations and personal projects. "I have five lunch breaks throughout the week I can fit in a lot of meetings," she notes. "Sometimes I do them at the end of the day. I thrive off being very busy and it kind of gives me energy. I don’t want to say I’m a workaholic, but it fulfills me when I am busy when it is meaningful for me."

When evaluating new business proposals, Anisimova maintains a deliberate policy of never offering an immediate acceptance. Financial incentives take a back seat to philosophical alignment; if she is going to invest her limited time and creative energy, she must feel a genuine emotional connection to the project.

This philosophy explains why the Pure Leaf alliance proved to be such an organic match. A lifelong consumer whose mother routinely purchased 24-packs for the household, Anisimova now regularly enjoys both the classic unsweetened tea and Pure Leaf Mental Focus—which features natural caffeine from black tea—for an energy boost on her way to practice. "I have known about them forever," she remarks. "It is funny and ironic I now work with them."

Cultivating Independence After the Break

When the beverage giant launched their collaboration with a surprise day off, Anisimova saw concrete proof that the enterprise truly respected her personal boundaries and narrative. "If I say 'yes' to something, I want to be fully involved and invested," she emphasizes. "Especially since my break and coming back, I told myself I want to grow more into an independent person, to take more responsibility and accountability."

Reflecting on the early stages of her tennis journey, Anisimova observes that athletes are frequently bombarded by a chorus of external voices dictating their choices and fixing every obstacle. "I feel like that really halts an athlete's progress to grow into a person who is able to make decisions for themselves," she concludes. "It is very important to be fully involved." Achieving that level of authentic involvement requires a shared sense of purpose and passion—and occasionally, a well-deserved break.