PITTSBURGH, Oct. 12, 2011 /PRNewswire/ -- In honor of National Breast Cancer Awareness Month, Dick's Sporting Goods, the largest U.S. based full-line sporting goods retailer, today launched its "October -- The Power of Pink" campaign supporting the National Breast Cancer Foundation (NBCF). Throughout October, Dick's Sporting Goods will feature a variety of pink ribbon items in its stores and online at www.DicksSportingGoods.com/pink from top brands including Nike, Reebok, Under Armour, Lady Hagen and MaxFli and is encouraging consumers to join in showing their support for the cause.
To kick off the program, The Dick's Sporting Goods Foundation will donate $250,000 to the National Breast Cancer Foundation, whose mission is to save lives by increasing awareness of breast cancer through education and by providing mammograms for those in need.
Consumers will also have the opportunity to express their support by participating in Dick's Sporting Goods' "Endless Ribbon" Facebook initiative. Throughout October, consumers can visit the Dick's Sporting Goods Facebook page, add a pink ribbon to their profile picture and dedicate it to a loved one or choose to include an expression of hope. Dick's will aggregate all participants' photos in its "Endless Ribbon" gallery, where the photos together will attempt to form the World's Longest Pink Ribbon.
"Dick's Sporting Goods takes great pride in helping to generate awareness of and support for National Breast Cancer Awareness Month and the National Breast Cancer Foundation," said Lauren Hobart, Chief Marketing Officer at Dick's Sporting Goods. "Through our 'October -- The Power of Pink' campaign and our 'Endless Ribbon' initiative, we encourage our customers to visit us in stores or online to join the team, and together we'll turn the sports world pink."
To further support the cause, Dick's Sporting Goods will partner with a group of current professional football players who have had life experiences with breast cancer. New England wide receiver Chad Ochocinco, Philadelphia running back LeSean McCoy, Seattle wide receiver Sidney Rice and several other gridiron stars will promote "The Power of Pink" campaign via public relations and social media.
About Dick's Sporting Goods, Inc.
Dick's Sporting Goods, Inc. is an authentic full-line sporting goods retailer offering a broad assortment of brand name sporting goods equipment, apparel and footwear in a specialty store environment. The Company also owns and operates Golf Galaxy, LLC, a golf specialty retailer. As of September 30, 2011, the Company operated 459 Dick's Sporting Goods stores in 42 states, 81 Golf Galaxy stores in 30 states and e-commerce web sites and catalog operations for both Dick's Sporting Goods and Golf Galaxy.
About the National Breast Cancer Foundation, Inc.
Recognized as one of the leading breast cancer organizations in the world, the National Breast Cancer Foundation's (NBCF) mission is to save lives through early detection and to provide mammograms for those in need. NBCF provides women help for today and hope for tomorrow through its National Mammography Program, Beyond The Shock®, Early Detection Plan®, MyNBCF online social community, and breast cancer research programs. For more information, please visit our website at www.nbcf.org
SOURCE Dick's Sporting Goods, Inc.