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Tough Enough To Wear Pink(TM) Celebrates Fifth Anniversary
Date:12/14/2009

NAPA, Calif., Dec. 14/PRNewswire/ -- Tough Enough To Wear Pink(TM) (TETWP), the grassroots cowboy campaign to fight breast cancer, celebrated its fifth anniversary at the signature Tough Enough To Wear Pink Night at the Wrangler National Finals Rodeo (Wrangler NFR) in Las Vegas. While pink is not typically associated with rough-and-tumble rodeo cowboys, the support of the western industry and rodeo fans was unmistakable as the sold-out crowd sported pink shirts, hats, bracelets and more.

Through the combined efforts of hundreds of volunteers and regional rodeos across the U.S. and Canada, TETWP has raised $7.5 million since its inception in 2004. The money raised benefits local breast cancer charities and the Breast Cancer Research Foundation, which funds breast cancer research projects internationally.

Tough Enough To Wear Pink was created five years ago in 2004 when entrepreneur Terry Wheatley teamed up with former director of special events at Wrangler, Karl Stressman (now commissioner of the Professional Rodeo Cowboy's Association) and issued a challenge: wear the color pink during competition at the Wrangler NFR. The idea was to bring attention to the need for breast cancer early detection and a cure. The industry rose to the challenge as cowboys filled the arena with the symbolic color. Inspired rodeo fans 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.

The program is sponsored by Wrangler and Terry, Katie and Lacey Wheatley help rodeos and other non-rodeo organizations create the pink-themed fundraisers across the country.

A California businesswoman who owns and operates Canopy Management, the Napa Valley wine company she started in 2008, Terry remains passionately involved in the cause. One of her wines, Purple Cowboy, has been designated the official wine of TETWP, with a buck donated for every case sold up to $50,000.

"As founder of both TETWP and a wine company, I wanted to find a way that my company could help support the cause. We are donating a dollar a case and supporting TETWP events with wine whenever we can," said Wheatley, a breast cancer survivor who is also a rodeo wife and mom.

Purple Cowboy wines include Tenacious Red, a Cabernet/Merlot blend and Night Rider Merlot, both from the cowboy wine country appellation of Paso Robles. The wines are featured at Las Vegas resorts and casinos, and poured at a number of Wrangler National Final Rodeo events, including the George Strait Golf Tournament and the annual ProRodeo Women's Luncheon.

Visit www.purplecowboy.com to find out more about Purple Cowboy wines and check the blog for Larry Mahan's very own cowboy chili recipe. Purple Cowboy wines are available nationally where wine is sold and at www.winesisterhood.com.

About Tough Enough To Wear Pink(TM) (TETWP(TM)) 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 $7.5 million for breast cancer charities, much 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.

About Wrangler®

Wrangler is proud to be the title sponsor of the TETWP(TM) campaign. Wrangler Western Wear is available at over 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.

About VF

VF Corporation is a global leader in branded lifestyle apparel with more than 30 brands, including Wrangler®, The North Face®, Lee®, Vans®, Nautica®, 7 For All Mankind®, Eagle Creek®, Eastpak®, Ella Moss®, JanSport®, lucy®, John Varvatos®, Kipling®, Majestic®, Napapijri®, Red Kap®, Reef®, Riders® and Splendid®.

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(TM)

Sisterhood is powerful! The Wine Sisterhood is the world's first wine company to connect female consumers with the creation of new wines through an innovative, interactive, online community. Members of the Wine Sisterhood help guide brand development and engage directly in the process by participating in surveys and opinion polls and sharing their opinions and insights. The result is an evolving, award-winning portfolio of wines with unique personalities, packaging, quality and value, including PromisQous, Monogamy, Middle Sister, Good Daughter, Purple Cowboy, Deep Purple, Little Chica, Kate and Cassie and Coco di Papa. All Wine Sisterhood wines are available at fine retailers nationally and at www.winesisterhood.com.

*For campaign information contact Katie Wheatley at katie@toughenoughtowearpink.com.

*For images or interview requests contact Jenny Dubberly at 919.277.1161 or jdubberly@fwv-us.com.

*Contact: Terry Wheatley (866) 910-PINK

SOURCE Tough Enough To Wear Pink


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SOURCE Tough Enough To Wear Pink
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