Wrangler® Tough Enough To Wear Pink™ Celebrates Seventh Anniversary With Goal to Raise $11 Million to Fight Breast Cancer

NAPA VALLEY, Calif., Oct. 26, 2011 /PRNewswire/ -- Wrangler® Tough Enough To Wear Pink (TETWP), the grassroots cowboy campaign to fight breast cancer, celebrates its seventh anniversary in 2011 and is poised to reach the $11 million mark by December.

The final tally of money raised this year will be announced during Tough Enough To Wear Pink Night at the Wrangler National Final Rodeo (NFR) Monday, Dec. 5, 2011.  Since 2004, hundreds of volunteers and regional rodeos across the U.S. and Canada have helped Wrangler TETWP achieve its mission to increase awareness and assist families battling the disease. All money raised benefits local breast cancer charities and the Breast Cancer Research Foundation, which funds groundbreaking breast cancer research projects internationally.

Terry Wheatley, co-founder of the Wrangler Tough Enough To Wear Pink campaign and creator of Purple Cowboy, the official wine of Wrangler TETWP, explains, "What's so extraordinary is that this sum has been raised, almost literally, a few dollars at a time, one person at a time.  It's an amazing effort which truly demonstrates the character and generous spirit of the western community."

As an example, Gunnison Cattlemen's Days Rodeo has consistently been one of the top fundraising Professional Rodeo Cowboys Association rodeos, this year raising more than $88,000. This is all the more remarkable considering Gunnison, Colo. is a community of just more than 5,000 residents.

The New Mexico State Aggies football team is also recognized as a top supporter. Inspired by the Wrangler TETWP rodeo events, the Cinco de Pink event has been the top non-rodeo fundraising effort three years in a row.

Wheatley, a California entrepreneur who owns and operates Canopy Management, a Napa Valley wine company, which creates, markets and sells wine under the Wine Sisterhood™ banner, is a rodeo wife, mom and a breast cancer survivor.  One of the wines her company has created, Purple Cowboy, is the official wine of Wrangler TETWP, with a portion of the proceeds from the sale of each bottle donated to the campaign (up to $50,000). Purple Cowboy is also the official wine of the PRCA and is committed to both the sport of rodeo and the fight against breast cancer.

Purple Cowboy wines include Tenacious Red, a Cabernet/Merlot blend, Night Rider Merlot and Trail Boss Cabernet Sauvignon, all from the cowboy wine country appellation of Paso Robles.  

The Wrangler TETWP campaign was created in 2004 when Wheatley teamed up with Karl Stressman, then director of special events for Wrangler Western Wear (now commissioner of the Professional Rodeo Cowboys Association), and issued a challenge to the cowboys:  Are you tough enough to wear pink?  

During one night of the 10-night long Wrangler (NFR), the competitors were dared to wear the color pink during competition to bring attention to the need for early detection and a cure for breast cancer, a disease which affects many families in the western community.  Cowboys and cowgirls created a sensation when they galloped into the championship arena ablaze in pink.  Inspired rodeo fans soon began asking how they could put on Wrangler TETWP events at their own hometown rodeos and the grassroots fundraising began.

Wrangler TETWP continues to be spearheaded by the Wheatley family women, with daughter-in-law Lacey and daughter Katie responsible for the day-to-day management of the campaign in their hometown of Hughson, Calif.  

Since its inception, the campaign has raised more than $9.5 million dollars with just a few weeks to go until the Wrangler (NFR) to break—or exceed—the goal of $11 million.

Here's how you can support Wrangler TETWP and help reach the $11 million mark this year:

• Purchase official Wrangler TETWP merchandise at www.wranglerwestern.com, www.toughenoughtowearpink.com or at rodeo events in your community. A portion of the proceeds from every item sold, either on the website or at the rodeo go back to the Wrangler TETWP campaign fund.
• Put a pink ribbon on your Facebook profile picture to show you support a cure for breast cancer through the Wrangler Western Wear "Twibbon" campaign.
• Participate in the Hat's Off To Tough Enough To Wear Pink sweepstakes on Facebook and enter to win Wrangler TETWP merchandise and other prizes. Share it with your friends!
• Visit Purple Cowboy to find out more about Purple Cowboy wines.  Purple Cowboy wines are available where wine is sold nationally and at the Wine Sisterhood.

About Tough Enough To Wear Pink™ (TETWP™)

Wrangler 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, the Wrangler TETWP campaign has empowered rodeos in the U.S. and Canada to focus attention on the need for a cure.  To date, the campaign has raised more than $9.5 million dollars for breast cancer charities, much of which stays right in the community. The grassroots movement has inspired other sports communities to mount their own Wrangler 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® Western Wear

Wrangler® Western Wear is proud to be the title sponsor of the Wrangler TETWP™ campaign. Wrangler® apparel is available nationwide in specialty stores, including work apparel chains, farm & fleet, and western stores, as well as through on-line and catalog retailers. To find a retailer or for more information on the Wrangler family of products, visit www.wrangler.com or call 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®, Splendid®, Smartwool® and Timberland®.

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™

Sisterhood is powerful!  The Wine Sisterhood™ is a vibrant digital community exploring the enjoyment of wines through social networking on a variety of web-based and mobile platforms.  Members of the Wine Sisterhood help guide brand development  at Canopy Wine Company, a female-founded wine creation, sales and marketing company focused on the female wine lover and devoted to bringing delicious wines to the less than $15 marketplace such as Purple Cowboy, Middle Sister, PromisQous, Monogamy, Good Daughter, Haute Red, White Haute and Deep Purple.  Wine Sisterhood wines are available at fine retailers nationally and at www.winesisterhood.com.

*For campaign information, contact Katie Wheatley at [email protected].
*For images or interview requests, contact Katie Johnson at 919.277.1146 or [email protected].   

SOURCE The Wine Sisterhood