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

Grassroots campaign celebrates year's top fundraisers to support families facing breast cancer in their communities

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Dec 11, 2018, 06:00 ET

LAS VEGAS, Dec. 11, 2018 /PRNewswire/ -- A milestone was reached Monday night at the 14^th 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 20^th 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 dollars through 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.

Hats Off to the Top Five Wrangler TETWP PRCA Rodeo Fundraisers 2018

Cattlemen's Days Rodeo – Gunnison, Colorado
Crosby Fair & Rodeo – Crosby, Texas
Black Hills Stock Show & Rodeo-Rapid City, South Dakota
Magic Valley Stampede-Filer, Idaho
Lynden Rodeo-Lynden, Washington

And, the Top Five TETWP Special Events 2018

Cowboys for Cancer Research
Rancheros Visitadores TETWP
TETWP of Montana
TETWP Horse Show
TETWP of Northern Colorado

About Wrangler® Tough Enough To Wear Pink? ™
Wrangler® TETWP™ was created by entrepreneur and breast cancer survivor Terry Wheatley along with Karl Stressman to bring the sport of professional rodeo and the western community together to rally against breast cancer. Since its inception in 2004, Wrangler TETWP has empowered rodeos in the U.S. and Canada to focus attention on the need for a cure. To date, the campaign has raised $28 million for breast cancer charities, most of which stays right in the local communities. 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^®Wrangler has been an icon in authentic American style around the world for more than 70 years. With a rich legacy rooted in the American west, Wrangler commits to offering unmatched quality and timeless design. Its collections for men, women and children look and feel great, inspiring those who wear them to be strong and ready for life, every day.

Wrangler is available in retail stores worldwide, including brand flagship stores in Denver and Dallas, department stores, mass-market retailers, specialty shops, western outfitters, and online. A VF Corporation brand, Wrangler is backed by one of the world's largest apparel, footwear and accessories companies with socially and environmentally responsible operations spanning numerous geographies. For more information, visit Wrangler.com.

Contact: Terry Wheatley
209-483-4768

SOURCE Tough Enough to Wear Pink