About TETWP

Tough Enough to Wear PINKOur Inspiration

"Are You Tough Enough to Wear Pink?" became the $1 million question answered by the western industry during the 2006 Wrangler National Finals Rodeo. With the Wrangler brand at the helm, cowboys, cowgirls, rodeos, retailers and manufacturers were motivated to raise awareness and money for breast cancer research in 2006. Among a sea of pink, the year's efforts were realized as the iconic American brand presented a check for $1 million to Tough Enough to Wear Pink (TETWP) founder Terry Wheatley. Accepted on behalf of the breast cancer research community at the Wrangler National Finals Rodeo, the check represents the combined efforts of industry players, big and small, to raise money in support of research, awareness, education, screening and treatment of breast cancer for the millions of Americans affected by the disease.

Our Mission

The money we raise is invested in the Cowboys for Cancer Research endowment. Thanks to the generous support of our sponsors, community philanthropists and countless community members, 100% of the money we raise stays in New Mexico funding cancer research at New Mexico State University and the University of New Mexico.

Together with our major sponsors, local healthcare providers, we are raising breast cancer awareness through education in one of the poorest counties in the United States.

As result of our 2008 efforts, more than 300 free mammograms were made available to Dona Ana County women who might not otherwise have had access to this life-saving procedure.