Hard Rock launches campaign with Sports Illustrated Swimsuit for Breast Cancer Awareness Month
The annual initiative raises funds for breast cancer awareness and research through merchandise, events and partnerships.
Key Points
- The campaign, named Pinktober will run throughout October
- Funds raised will benefit the Hard Rock Heals Foundation, which has generated more than $13m for breast cancer awareness and research since the campaign began
Hard Rock International has announced the start of its annual campaign in partnership with Sports Illustrated Swimsuit for Breast Cancer Awareness Month.
The initiative, named Pinktober, will run throughout October and include a range of fundraising efforts, from merchandise to music-centered hotel experiences and special menu items.
Funds from the campaign will go to the Hard Rock Heals Foundation, the charitable arm of Hard Rock International. Since its launch, the initiative has generated more than $13m in support of breast cancer awareness and research.
Stephanie Piimauna, SVP of People & Inclusion at Hard Rock International and Seminole Gaming, said: “At Hard Rock, we work to improve lives and help communities, and one of the ways we honor this mission each year is during Pinktober.
“We’re thankful to those who share their stories and for our partners and team members who develop excellent merchandise and experiences so our guests can support this important cause during their visits.”
This year’s Pinktober campaign includes an exclusive retail collection created with Sports Illustrated Swimsuit. The line features pins, shirts, hoodies, hats, tumblers and tote bags, presented by Jasmine Sanders, Nicole Williams-English and Roshumba Williams, who also shared their personal connections to the initiative.
Good to know: Last year’s campaign started with a $100,000 donation from the Hard Rock Heals Foundation to the American Cancer Society
Roshumba Williams said: “When this came up, my heart, you know, leaped out of my chest, and I couldn’t believe that these two incredible brands were coming together to help spread this message and tell this story.
“It was so closely related to what I was actually going through as a support system for my friends, as a woman, for women’s health, and it’s everything.”
Jasmine Sanders said: “I hope to bring awareness and get as many people behind us to really do the research, get those checkups and make sure that you’re taking care of yourself. I think everybody has someone close to them who has possibly struggled. I know I have, and we all want to just make sure everybody’s ok and healthy. So, check on yourself too.”
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