The color pink is not something you would associate with the tough sport of rodeo, however; breast cancer has touched the lives of many rodeo families. The Tough Enough to Wear Pink campaign was developed by Terry Wheatley, a breast cancer survivor and Karl Stressman, director of special events for Wrangler.
The Tough Enough to Wear Pink campaign debuted at the 2005 National Final Rodeo when one evening of competition was devoted to the cause. Cowboys and cowgirls were encouraged to wear pink to signify their support, and sponsors made donations. The event became known as Pink Night. The Friday night performance of the Strawberry Days Rodeo dedicated to the “Tough Enough to Wear Pink” cause and rodeo organizers are committed to raise awareness of Breast Cancer Research. Be sure to show your support and wear pink to the performance.