Tough Enough to Wear Pink was created by Purple Cowboy founder, entrepreneur and breast cancer survivor Terry Wheatley in 2004 with Karl Stressman, former director of special events at Wrangler and now commissioner of the Professional Rodeo Cowboy Association (PCRA). Wheatley’s goal is to bring the sport of professional rodeo and the western community together to rally against breast cancer. Wrangler is the title sponsor of Tough Enough to Wear Pink. A portion of the proceeds from Purple Cowboy support Tough Enough to Wear Pink.