Napa Valley, California, (December 15, 2012) – Tough Enough To Wear Pink™ (TETWP), the grassroots cowboy campaign fighting breast cancer since 2004, celebrated its eighth anniversary this year by surpassing the $14.5 million dollar mark in funds raised since its inception. Hundreds of volunteers and regional rodeos across the U.S. and Canada made this achievement possible. The top 2012 fundraising rodeo events included Cattleman’s Day in Gunnison, Colorado, Missoula Stampede, Black Hills Stock Show and Rodeo, Minot Y’s Men’s Rodeo, Red Bluff Round-Up and the bell ringer event, Cowboys for Cancer, Las Cruces, New Mexico.
“We were thrilled to announce we surpassed the $14.5 million mark at the Wrangler National Finals Rodeo in Las Vegas on Tough Enough To Wear Pink Night,” explains Terry Wheatley, who founded the campaign alongside former Wrangler® Director of Special Events and current Professional Rodeo Cowboy Association Commissioner, Karl Stressman. “All money raised benefits local breast cancer charities in the communities where the funds are raised and the Breast Cancer Research Foundation, which funds groundbreaking breast cancer research projects internationally.”
Wheatley, a California entrepreneur who owns and operates Canopy Management, a Napa Valley wine company creating, marketing and selling wine under the Wine Sisterhood™ banner, is a rodeo wife, mom and breast cancer survivor. One of Wine Sisterhood’s wines, Purple Cowboy, is the official wine of TETWP. Purple Cowboy is also the official wine of the Professional Rodeo Cowboy Association.
Purple Cowboy wines include Tenacious Red, a Cabernet/Merlot blend, Trail Boss Cabernet and Night Rider Merlot, all from the cowboy wine country appellation of Paso Robles.
Tough Enough to Wear Pink was created eight years ago when Wheatley and Stressman issued a challenge to the cowboys: Are You Tough Enough To Wear Pink? During one night of the 10-night Wrangler National Finals Rodeo, the competitors were dared to wear the color pink to bring attention to the need for early detection and a cure for breast cancer, a disease which affects many families in the western community. Cowboys and cowgirls created a sensation when they galloped into the championship arena ablaze in pink. Inspired rodeo fans soon began asking how they could put on TETWP events at their own hometown rodeos, and the grassroots fundraising took off one rodeo at a time. Tough Enough To Wear Pink Night has become an annual Wrangler National Finals Rodeo tradition, taking place this year on Monday, December 10.
TETWP continues to be spearheaded by Wheatley, while the Wrangler brand remains the program’s title sponsor, selling the official pink apparel of TETWP. Lacey and Katie Wheatley coordinate with rodeos and other non-rodeo organizations to create the pink-themed fundraisers across the country throughout the year.
Visit www.toughenoughtowearpink.com to learn more.
About Tough Enough To Wear Pink™ (TETWP™)
TETWP was created by entrepreneur and breast cancer survivor Terry Wheatley to bring the sport of professional rodeo and the western community together to rally against breast cancer. Since its inception in 2004, TETWP has empowered rodeos in the U.S. and Canada to focus attention on the need for a cure. To date, the campaign has raised $12 million dollars for breast cancer charities, most of which stays right in the community. The grassroots movement has inspired other sports communities to mount their own TETWP campaigns, spreading a message of hope and support that reaches beyond the rodeo arena to competitors, families and fans across America. For more information on how to help, visit www.toughenoughtowearpink.com.
Wrangler is proud to be the title sponsor of the TETWP™ campaign. Wrangler Western Wear is available at more than 2,500 western specialty, mid-tier and workwear stores nationwide that provide quality men’s and women’s apparel and accessories. For more information regarding the Wrangler family of products or to locate the Wrangler retailer nearest you, visit www.wrangler.com or call 1.888.784.8571.
VF Corporation is a global leader in branded lifestyle apparel with more than 30 brands, including Wranglerâ, The North Face,â Leeâ, Vansâ, Nautica,â 7 For All Mankindâ, Eagle Creekâ, Eastpakâ, Ella Mossâ, JanSportâ, lucyâ, John Varvatosâ, Kiplingâ, Majesticâ, Napapijriâ, Red Kapâ, Reefâ, Ridersâ and Splendidâ.
VF Corporation’s press releases, annual report and other information can be accessed through the Company’s home page, www.vfc.com.
About Wine Sisterhood™
Wine Sisterhood is a wine brand creation, sales and marketing company connecting female consumers with the world of wine through social media engagement. Wine Sisterhood’s award-winning portfolio of wines include Middle Sister, Purple Cowboy, pro-mis-Q-ous, Monogamy, Deep Purple, Good Daughter, Cowgirl Sisterhood, Slow Dancer and Wine Sisterhood. Each wine has a unique personality and packaging and offer unparalleled quality and value. All wines are available at fine retailers nationally and at www.winesisterhood.com.
*For campaign information contact Lacey Wheatley – Lacey@toughenoughtowearpink.com.