The Wrangler® Tough Enough to Wear Pink™ Western Campaign to fight breast cancer reaches 28 million dollar raised mark

LAS VEGAS, Dec. 11, 2018 – A milestone was reached Monday night at the 14th Annual Wrangler® Tough Enough to Wear Pink™ (TETWP) Night at the Wrangler National Finals Rodeo. The grassroots cowboy campaign has exceeded the 28 million dollar fundraising mark!

The campaign was created in 2004 by Terry Wheatley, wine industry executive and matriarch of a professional rodeo cowboy family and Karl Stressman, former director of special events for Wrangler.  The idea was to raise money and awareness for breast cancer by challenging rodeo competitors and fans alike to wear pink. Wrangler is the title sponsor of TETWP and a portion of proceeds from everything sold within the Wrangler Tough Enough to Wear Pink merchandise collection goes back to the campaign fund.

Along with the generous support of western businesses such as Wrangler, Montana Silversmiths, Las Vegas Events, Twisted X Boots and Purple Cowboy Wines, Wrangler TETWP relies on the hard work of regional rodeos and western events across the country. The strength of the TETWP campaign is that funds raised stay local to benefit the community breast cancer charities. It is the dedication of volunteers on the ground at local events that drives the campaign. 

“When we started the Tough Enough To Wear Pink campaign in 2004, we were overwhelmed by the support from the Professional Rodeo Cowboys Association, businesses, rodeo athletes, rodeo committees and western communities across the country. What seemed like an impossible dream to raise $50 million by our 20th Anniversary in 2024 is well on the way to becoming a reality,” commented Wheatley, herself a breast cancer survivor.

A notable example of the grassroots efforts is #1 PRCA rodeo fundraiser, Cattlemen’s Days Rodeo in Gunnison, Colo. A long-time Top Five Wrangler TETWP fundraiser, the Gunnison community has raised more than 2.7 million dollarsthrough the TETWP campaign to support the fight against breast cancer in their hometown.

Founded 119 years ago in Gunnison Valley, Colo., Cattlemen’s Days Rodeo is considered the “Granddaddy of Colorado Rodeos.” Through the Cattlemen’s Days Rodeo, the community has shown its steadfast commitment to providing local funding for breast cancer awareness, prevention, education, support, breast screenings and equipment.

Lacey Wheatley, Terry Wheatley’s daughter-in-law, is the Director of Wrangler TETWP and coordinates with rodeos and other non-rodeo organizations to create the pink-themed fundraisers.

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