Last night (Dec. 4), “Are you Tough Enough to Wear Pink?” became the $1 million question proudly answered by the Western industry. With the Wrangler brand at the helm, cowboys, cowgirls, rodeos, retailers, and manufacturers were motivated to raise awareness and money for breast cancer research in 2006. Among a sea of pink, the year’s efforts were realized as the iconic American brand presented a check for $1 million to Tough Enough to Wear Pink (TETWP) founder Terry Wheatley. Accepted on behalf of the breast cancer research community at the Wrangler National Finals Rodeo, which runs from Nov. 30-Dec. 9 in Las Vegas, the check represents the combined efforts of industry players, big and small, to raise money in support of research, awareness, education, screening and treatment of breast cancer for the millions of Americans affected by the disease.

Utilizing the strength of the brand to unify the western industry, the Wrangler brand pulled together the resources of dozens of retailers and top western industry companies such as Dodge, Justin Boots, the Professional Rodeo Cowboys Association (PRCA), and Montana Silversmiths to join the fight against breast cancer.  The initiative spread quickly as more than 100 local rodeos nationwide hosted TETWP Nights of their own and raised money for their local breast cancer causes.

“The great thing about TETWP is that we’re raising money not only for renowned national organizations such as the Susan G. Komen Breast Cancer Foundation, but we’re also raising money on a local level to benefit community-based charities,” said Karl Stressman, director of western special events, Wrangler Specialty Apparel. “Because of the ‘every little bit helps’ attitude of small towns across the country who are doing anything and everything they can to help, TETWP has taken off in ways we only hoped for when we launched this program.”

When the idea to support the breast cancer research community through TETWP developed in 2004, the Wrangler brand jumped at the chance to rally the Western industry in support of the campaign. Leading the charge with the creation of a special-edition TETWP pink shirt, the Wrangler brand donated all proceeds to the cause, and rodeo competitors and fans alike have continued to button up in pink to show their support of the men and women in their lives affected by the disease. And while pink is not typically associated with rough-and-tumble rodeo cowboys, the support of the Western industry and rodeo fans was unmistakable as the sold-out crowd of 18,000 sported pink shirts, hats, bracelets and more, casting a pink hue on the arena