Tough Enough to Wear Pink?

Sponsored by Wrangler

by Prescott Frontier Days®. Inc.

Tough Enough to Wear Pink (TETWP), the grassroots cowboy campaign to fight breast cancer, celebrates its fifteenth anniversary. Through the combined efforts of hundreds of volunteers and regional rodeos across the U.S. and Canada, TETWP has raised over $23 million since its inception in 2004. The money raised benefits local breast cancer charities and the Breast Cancer Research Foundation, which funds breast cancer research projects throughout the world. Tough Enough to Wear Pink was created when Terry Wheatley teamed up with former director of special events at Wrangler, Karl Stressman, and issued a challenge: wear the color pink during competition at the Wrangler NFR. The idea was to bring attention to the need for breast cancer early detection and a cure. While pink is not typically associated with rough and tumble rodeo cowboys, the industry and fans rose to the challenge, filling the arena with the symbolic color. Wrangler itself has raised about $2.6 million of the $23 million total from the sale of our pink shirts and blouses. Inspired rodeo associations began asking how they could put TETWP events at their own hometown rodeos, and the grassroots fundraising took off, one rodeo at a time.

In 2019, Prescott Frontier Days®, Inc. raised over $16,000 from our Tough Enough to Wear Pink project. The money is used for Fry’s gift cards and donations to YRMC Breastcancer Center, for cancer patients in need. These gift cards can be used to help with prescription costs, food needs and fuel to get to their treatment appointments. No administration fee is deducted, allowing 100% of the proceeds to go directly to those in need. Since 2006, Prescott Frontier Days®, Inc. has donated over $50,000 to help local cancer patients. Profits from pink merchandise available for purchase at the rodeo will to to this community program. The amount donated will depend on the generosity of the community.