When the idea to support the breast cancer research community developed in 2004, the Wrangler brand jumped at the chance to spend the next year rallying the western industry in support of the campaign. Igniting the effort with the creation of a special-edition TETWP pink shirt, the Wrangler brand donated all proceeds to the cause, and rodeo competitors and fans have continued to button up in pink to show their unwavering support.
“The steadfast attention of everyone involved has been remarkable and inspiring,” says Terry Wheatley, breast cancer survivor and founder of the TETWP initiative. “We can't thank our supporters enough for proving that not only are they tough enough to wear pink and join the fight – they're tough enough to fight harder with each passing year.”
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