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

April is Tough Enough to Wear Pink Month!

April is Tough Enough to Wear Pink Month!

Each April, we’ve team up with our friends to turn the Western community PINK! Our goal is to spread the word about breast cancer awareness and research, designating April Tough Enough to Wear Pink month.

We’ll be supporting our friends and family who are “Western Tough” and work tirelessly to support the Tough Enough mission throughout the year. One of those great friends, Twisted X Boots, will be sharing breast cancer survivor stories on their Facebook Page every day during the month of April.


We’ll be reposting those stories to our Tough Enough to Wear Pink Facebook page. Please make sure you’re a fan, so you can follow along with us.

A portion of each sale of Twisted X shoes supports Tough Enough to Wear Pink. Check out the TETWP collection at your local Twisted X retailer. And if they don’t carry these shoes, ask them to order some!

We’ll also be sharing news about rodeos across the country and how they raise hundreds of thousands of dollars to support breast cancer awareness and research through special Tough Enough events.

Also, this year you can enter to win weekly prizes through our “2018 Tough Enough to Wear Pink Pledge” campaign. All who sign up are also entered into the grand prize drawing of two Gold Buckle seats at the 2018 Wrangler National Finals Rodeo.

Simply visit the “pledge” form. Fill out the required information and tell us how you pledge to support breast cancer awareness and research with at least one action this month.

Your pledge may also be featured across our social media channels in October in honor of Breast Cancer Awareness Month. (Don’t worry, we’ll contact you before anything is posted!)

Only open to US residents who are at least 18 years old. Void where prohibited. Read the full rules:

Celebrate Survivors – Share YOUR Story!

Celebrate Survivors – Share YOUR Story!

TETWP Western Tough

The fight against breast cancer is a cause we hold close to our hearts here at the Purple Cowboy. Our co-founder, Terry Wheatley, is a breast cancer survivor. She lost her grandmother to the disease, her mother had a double mastectomy before the age of 40 and her daughter Katie had undergone two surgical biopsies before the age of 20.

It’s a story that many in our online Purple Cowboy community share. Let’s stand together, support each other and help fight this devastating disease by sharing our strength and sharing our stories.

This year, we’re asking you to share your personal story, or the story of someone you care about who has been affected by breast cancer in our “Celebrate Survivors” campaign.

By submitting your story, you’ll be entered for a chance to win two tickets to the Wrangler National Finals Rodeo in Las Vegas this December!



Your story may also be featured across our social media channels in October in honor of Breast Cancer Awareness Month. (Don’t worry, we’ll contact you before anything is posted!)

Thank you in advance for helping in the fight against breast cancer and supporting Tough Enough to Wear Pink! Learn more about Tough Enough to Wear Pink, also founded by Terry Wheatley, at: .

Our Purple Cowboy Wines are proud to support Tough Enough to Wear Pink and we created the Purple Cowboy Rancher’s Rosé in its honor. Learn more about Purple Cowboy Rancher’s Rosé here on our blog.

Read the full rules here.

Top 5 Things to do in Vegas at the WNFR

Top 5 Things to do in Vegas at the WNFR

It’s our favorite time of the year – time for the Wrangler National Finals Rodeo! THE biggest rodeo of the year will be happening December 4th through the 13th at the Thomas & Mack Center in Las Vegas, NV. It’s time to pack your bags and plan for an epic trip to Sin City!

Here are our top five picks for things to do while in town for the WNFR:

Attend Tough Enough Night at the WNFR

Attend Tough Enough to Wear Pink night on December 8 at the Thomas & Mack Center. And don’t forget to shop the Tough Enough booth #770 at the Sands Expo hall and visit the Tough Enough trailer at the Thomas & Mack Center.

See a Show in Vegas!

Check out a show! From Hank Williams Jr. to Lady Antebellum and Big & Rich to Sara Evans, the WNFR has pulled together a primo listing here of the top country shows in Las Vegas at the same time as the rodeo.

Meet Trevor Knowles

Meet Purple Cowboy endorsee, Trevor Knowles! And get his autograph at the Steer Wrestlers WNFR Autograph Session from 12pm to 2pm on Friday, December 5. Keep an eye on the schedule of events and be sure to watch Trevor compete!

Eat in Vegas at the WNFR

Grab a bite to eat! Or many bites to eat, if you’ve got an appetite like ours. Visit some of our favorite places to chow down in Vegas.

Explore and Enjoy Vegas

Explore the town. Take a break from the rodeo and take a stroll down the strip. Maybe check out a show, drop some dough on a blackjack table, or go take your photo in front of the famous Las Vegas sign – the world is your oyster!

Enjoy the show and Viva Las Vegas!