The Wrangler® Tough Enough to Wear Pink™ Western Campaign reaches $28 million raised

The Wrangler® Tough Enough to Wear Pink™ Western Campaign reaches $28 million raised

Lacey Wheatley and Terry Wheatley
Lacey Wheatley and Terry Wheatley

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

A milestone was reached Monday night at the 14th 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 20th 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

  1. Cattlemen’s Days Rodeo – Gunnison, Colorado
  2. Crosby Fair & Rodeo – Crosby, Texas
  3. Black Hills Stock Show & Rodeo-Rapid City, South Dakota
  4. Magic Valley Stampede-Filer, Idaho
  5. Lynden Rodeo-Lynden, Washington

And, the Top Five TETWP Special Events 2018

  1. Cowboys for Cancer Research
  2. Rancheros Visitadores TETWP
  3. TETWP of Montana
  4. TETWP Horse Show
  5. 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


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 (NYSE: VFC) 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

Hat’s Off to the Wrangler National Finals Rodeo and Tough Enough To Wear Pink

Hat’s Off to the Wrangler National Finals Rodeo and Tough Enough To Wear Pink

Since Purple Cowboy wines were created back in 2008 December means Tough Enough To Wear Pink Night at the Wrangler National Finals Rodeo in Las Vegas. Not only is Purple Cowboy the Official Wine of the Professional Rodeo Cowboys Association but the wine has been a long-time supporter of Tough Enough To Wear Pink, the western community’s campaign to fight breast cancer.

The campaign was started by Terry Wheatley, creator of Purple Cowboy wines and Karl Stressman, formerly with Wrangler and now PRCA Rodeo Commissioner. They had an idea that the rodeo athletes should wear pink on one night during the Finals to raise awareness about breast cancer. The idea took off and today, Tough Enough To Wear Pink is supported by rodeos and western events across the country and dedicated corporate sponsors. Funds raised stay primarily in local communities to help families dealing with the disease. To date, $27 million has been raised.

If you’re not at the rodeo and would like to support the work of Tough Enough To Wear Pink, please where you can find merchandise and wearables that give back to the cause and tune in CBS Sports Network or to follow the action.


If you’re coming to the rodeo, don’t forget the visit the Tough Enough To Wear Pink booth at the Thomas & Mack or check out Booth 671 at Stetson’s Country Christmas at the Sands Expo & Convention Center.

And be sure to sport your pink gear on Tough Enough To Wear Pink Night, Monday, December 11.

Join the Fight Against Breast Cancer!

Join the Fight Against Breast Cancer!

Tough Enough to Wear Pink

October is Breast Cancer Awareness Month, a special time to commemorate those we’ve lost, celebrate survivors and renew our promise to support breast cancer awareness and research. It also serves as a reminder to ourselves and loved ones to schedule a breast health check-up or mammogram.

After you have that covered, join us in celebrating Tough Enough to Wear Pink Day on October 19. We’re asking our fans to show your support for breast cancer awareness by wearing pink and encouraging your household, coworkers and friends to do the same on October 18.

Paso Pardners in Pink - Purple Cowboy

We’ve also saddled up with our friends at Clayhouse wines through Paso Pardners in Pink.  Purple Cowboy Tenacious Red and Clayhouse Cabernet Sauvignon, two delicious wines from “Cowboy Wine Country” have teamed up to give back to Tough Enough To Wear Pink, the western community’s grassroots campaign to battle breast cancer. A portion of the sale of each bottle goes to Tough Enough To Wear Pink.

2017 marks the 13th Anniversary of the founding of Wrangler Tough Enough to Wear Pink. To date, more than $25 million dollars have been raised through Tough Enough to Wear Pink, the campaign encourages competitors and fans at rodeos and western events around the country to wear pink to raise awareness and funds. It’s all made possible with the help of sponsors like Wrangler, Montana Silversmiths, Pro Rodeo Cowboys Association, Clayhouse and Purple Cowboy wines. Our goal is to raise $50 million dollars by the 20th Anniversary of Tough Enough To Wear Pink in 2024.

Throughout October, Tough Enough to Wear Pink will be sharing breast cancer “Survivor Stories” collected over the past few months. We’ll announce the “Survivor Stories” grand prize winner of a trip to the Wrangler National Finals Rodeo and Gold Buckle seats at the end of October. Make sure you’re following the Tough Enough to Wear Pink Facebook Page so you don’t miss an update.

And don’t forget to wear your PINK on October 19!

Trevor Knowles Wins AGAIN in Calgary

Trevor Knowles Wins AGAIN in Calgary

Trevor Knowles win in Calgary. Photo: Aryn Toombs, Calgary Herald.
Photo: Aryn Toombs, Calgary Herald.

This month, Trevor Knowles, our Purple Cowboy endorsee on the Pro Rodeo Circuit, took home the top prize from the Calgary Stampede – his 4th win in Calgary since 2009! He’s the only competitor since 1970 to win four times in the same event.

“Being on that stage never gets old, that’s for sure,” Knowles said after being handed the giant $100,000 check before the crowd.

Even with the money he earned in Calgary, Trevor stays humble. “The bulldoggers are the greatest best bunch of guys you could ask for, so there’s a lot I’ve taken away from rodeo. A gold buckle would be nice, but it isn’t everything to me,” said Trevor in the Calgary Sun.

Read the full story from the Calgary Sun.

Trevor Knowles Hits the Hall of Fame!

Trevor Knowles Hits the Hall of Fame!

Trevor Knowles

Trevor Knowles, our Purple Cowboy endorsee on the PRCA circuit and 11-time Wrangler National Finals Rodeo steer wrestler, was named to the National Wrestling Hall of Fame in Stillwater, Okla., as part of its Class of 2015 Oregon chapter honorees.

The Hall of Fame is also giving him the Outstanding American award for his rodeo and wrestling accomplishments as well as his work with the nonprofit Operation Comfort Warriors – an American Legion program in which Knowles visits military veterans across the country.

“I think wrestling’s making a comeback,” he said.

He’s still involved in wrestling, supporting the USA Wrestling Building Blocks program and helping coach youth at the Grant County Freestyle Wrestling Club in John Day in the winter.

His brother Drew, who has two children in the local club, also helps with coaching.

Trevor said it helps when young athletes have good coaches who are able to communicate.

“(You get it) coached into you,” he said.

His advice to youth: “Athlete or not, don’t be afraid to work hard for whatever it is – it will all pay off.”

Read more from the Blue Mountain Eagle