The Tough Enough to Wear Pink™ western campaign to fight breast cancer celebrates its 16th anniversary by reaching the $35 million fundraising mark

Despite cancellations of rodeo and western events due to COVID-19, many rodeos were able to keep their schedule by incorporating special safety guidelines, but those who couldn’t still continued with their fundraising efforts. This past year, the Tough Enough to Wear Pink™ (TETWP) campaign raised $1 million, adding to its 16-year fundraising total.

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 and former Commissioner of the Professional Rodeo Cowboys Association (PRCA). The idea was to raise money and awareness for breast cancer by challenging rodeo competitors and fans alike to wear pink. Wrangler, in its role as title sponsor of TETWP, donates a portion of its proceeds from select merchandise to the TETWP campaign fund.

“We depend on rodeo committees and volunteers to promote and sponsor TETWP so it was an enormous challenge to reach this number,” explained co-founder Terry Wheatley. “But the western community always steps up.”

Typically, there is a friendly competition among rodeos throughout the season to raise the most money for TETWP. Although this year was different, a recognition of TETWP’s 16th Anniversary was held in Arlington, Texas at the Globe Life Field, home of the Texas Rangers. Montana Silversmiths, one of the founding sponsors graciously presented a custom belt buckle to our honoree, a 17-year breast cancer survivor. Western business sponsors of TETWP include Wrangler, Montana Silversmiths, Las Vegas Events, Twisted X Boots, Cinch and Purple Cowboy Wines.

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