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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 ever
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SOURCE Tough Enough To Wear Pink
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