Simply because of the importance of the issue and how much it impacts all walks of life, we wanted to share a quick update on the Puma Project Pink initiative that has been going on for the past few months. The beneficiary of the initiative’s inaugural year, chosen by popular vote, is the Breast Cancer Research and Education Fund at Magee-Womens Foundation.
In July 2010, with the announcement of the Project Pink initiative, PUMA pledged to donate 100% of the profits from the sales of its Project Pink merchandise to a charitable institution dedicated to the fight against breast cancer. PUMA created a special capsule collection of “pink” product, including a soccer ball, gym sack, tee shirt, and replica jersey, the latter to match those worn by WPS athletes in five regular-season games and other activation to support the cause. To further sweeten the pot, for every tweet using the Twitter hashtag #projectpink, PUMA also promised an additional $1.
PUMA developed an open forum at wps.pumafootball.com/projectpink with the aim of giving young soccer fans the opportunity to make a difference, and actually nominate and vote for the nonprofit that they felt were most deserving of the funds raised. Magee-Womens Foundation was chosen by popular vote over a month-long window, and, well, the rest is history.
Even with the close of this year’s program and the end of Breast Cancer Awareness Month, Puma are still thinking pink. They are pledging an additional $1 donation (up to $5,000) for every Tweet sharing the announcement video: http://bit.ly/9aDba0 and the hashtag #projectpink through November 5.