New York, NY (July 11, 2012) — For some, it’s about uniting with friends to shout support for a common cause from the rooftops. For others, it’s a personal fight, for a mom or an aunt or a grandmother who’s been touched by the disease. And, for even more, it’s about the future: ensuring health and happiness for our daughters and our daughters’ daughters. The fight against breast cancer is a cause that means many different things to many different people, which inspired sportlifestyle brand PUMA® to ask the question, “Who do you wear your pink for?” with the launch of the brand’s 2012 Project Pink initiative. While PUMA has some exciting new additions to report for Project Pink 2012, the program’s core action items remain constant: Nominate. Vote. Shop. Tweet. Share.
Project Pink, which has its roots in the women’s soccer community, is entering its third season on the heels of a $100,000+ donation to the Dr. Susan Love Research Foundation in 2011. PUMA kicked off nominations today at puma.com/projectpink, where supporters can go now through September 21st to nominate a deserving charity, large or small, that’s somehow connected to the cause. (Past nominees have included everything from support groups to research organizations.) Voting opens on September 24th, and the organization that takes the most votes will ultimately take home all of the funds raised this year. PUMA has once again pledged to donate 100% of profits* from the sale of Project Pink gear; the winner, and the final total, will be announced at the Project Pink Charity Soccer Game this October in Los Angeles.
With so many different ways to get involved, PUMA leans heavily on its supporters to help spread the word and champion the cause. PUMA is excited to announce, in addition to the athletes, soccer players, and other girls across the country who’ll be advocating for Project Pink this season, the addition of actress, singer, and producer Ashley Tisdale, who’ll lend her support as 2012’s Project Pink ambassador. “I’m thrilled to be working with PUMA on Project Pink this season,” said Tisdale. “Breast cancer is a cause that’s so close to my heart, and I love the program’s message of empowerment for young women.” And who does she wear her pink for? “I wear my pink for my grandmother, who recently battled breast cancer,” Tisdale explained. “I’m happy to say that she’s now in remission, but there are too many women out there who are still fighting.” Fans can follow Tisdale’s Twitter feed, @ashleytisdale, for details on upcoming appearances on behalf of Project Pink.
Speaking of Twitter, #projectpink is back in full force, with PUMA pledging to donate an additional dollar to the cause for each tweet using the hashtag. (Visit puma.com/projectpink for full terms and conditions.) PUMA has also brought back its successful Project Pink Collection. This season’s collection features graphic tees and tank tops; a pink hoodie, shorts, and capris all complete with oh-so-fitting pink ribbon drawstrings; and the requisite pink soccer gear including soccer balls, shin guards, and goalie gloves. The Project Pink Collection is available now at Shop.PUMA.com, Soccer.com, and other partner retailers across the country. And finally, building on the success of past years’ programs, PUMA will be hosting Project Pink soccer tournaments across the country this season, partnering with clubs like the Southern California Blues and FC Nova.
“I’m so looking forward to seeing where this year’s Project Pink initiative takes us,” said Tara McRae, Vice President of Strategic Planning & Brand Management at PUMA North America. “With the momentum that the program has gained over the past three years, the passion of its fans, and the amazing new addition to the 2012 team in Ashley Tisdale, we have high hopes for the success of Project Pink this season.”
* Up to $120,000, including funds raised from all other Project Pink programming this season.