Over the past year, the Tough Enough to Wear Pink™ (TETWP) initiative once again inspired cowboys, cowgirls, retailers, manufacturers and rodeos nationwide to raise awareness and a record-breaking amount of money for breast cancer research. At the 49th annual Wrangler® National Finals Rodeo, Dec. 6 – 15, the year’s efforts were celebrated as the iconic American brand presented a check for $2.5 million to TETWP™.
With the help of the Wrangler® brand, the campaign maintained the resources of dozens of veteran TETWP™ supporters in 2007 while also extending the roster to new industry sponsors, retailers and campaign advocates. Each year, the initiative continues to spread. In 2007, a record level of participation was generated as more than 250 rodeos in the U.S. and Canada hosted myriad local TETWP™ nights and raised money for their local breast cancer causes.