Puma Relaunches Project Pink

Hi everyone,
Puma has kicked off its second year of Project Pink on the heels of an over $60,000 donation to the Breast Cancer Research and Education Fund at Magee-Womens Foundation in 2010.

Launched in 2010 in response to a group of female football athletes looking to support breast cancer awareness and research is now cheered on by Puma football athletes and Project Pink spokeswomen Amy Rodriguez, Leslie Osborne, Karina LeBlanc, Alex Scott, Tasha Kai, and Marta, plus its newest ambassord, Julie Foudy.

Also joining PUMA and its fight against breast cancer is actress Nina Dobrev.

“We’re so proud of the remarkable athletes and young fans who supported Project Pink in 2010, rocking their pink gear at WPS games, nominating their favorite charities and rallying behind them to drum up votes, and, of course, tweeting up a storm,” said Tara McRae, PUMA North America’s Vice President of Marketing.

“The donation we made at the end of the season is a true testament to their passion. We’re excited to build upon that enthusiasm in year two alongside our roster of athletes, as well as with the incredible support of our two new teammates, Julie Foudy and Nina Dobrev.”

Puma’s Project Pink expands in its second year, with more supporters, a more robust product offering, and more fundraising activities and events, all while staying true to the foundation of the program: putting the power and the energy of Project Pink in the hands of young football fans and enthusiasts who choose to make Project Pink their personal projects, thus choosing to inspire change and do good.

The Stars Align

Puma is excited to announce that actress Nina Dobrev is lending her support, alongside some of the best women’s football athletes in the world, to Project Pink 2011.

As one of Project Pink’s supporters, the Vampire Diaries star will appear in the program’s Public Service Announcement, act as a media spokesperson, make appearances in support of the initiative, and engage with fans throughout the season via her Twitter handle, @ninadobrev.

“I’m truly excited for the opportunity to work on this season’s Project Pink initiative,” said Dobrev. “I love that it truly empowers young women to get involved and make a difference. Plus, I’ve always been an athlete, so I jumped on the chance to stand alongside and in support of some of these amazing female football players.”

Dobrev, a former gymnast, is a natural fit for the Puma brand, which celebrates the active lifestyle and supports the health and well-being of women worldwide.

Look Good in Pink

Puma’s Project Pink Collection has been expanded this season, with offerings that include a full Project Pink uniform – down to a fabulously fluorescent pair of pink football socks – supercute lifestyle tees, a brand-new PUMA Project Pink watch, and a gym sack perfect for stowing the line’s full-sized and mini football balls.

In step with the 2010 initiative, Puma has pledged to donate 100% off the profits from the sale of its Project Pink gear at PUMA Stores, online at Shop.PUMA.com, and at partner retailers across the country, including Eurosport and Soccer.com/PUMAWomen, as well as Niky’s Sports and football West locations.

Make Your Voice Heard

Again this year, PUMA is leaving the decision of Project Pink’s ultimate beneficiary up to young football fans, gathering nominations for deserving charitable organizations at http://www.puma.com/projectpink between July 17 and September 22; voting opens on September 26 and runs through October 7.

The group with the most votes will receive 100% of profits from the sale of Puma Project Pink merchandise, as well as additional funds raised via initiatives throughout the season, at the culmination of the program in October.

Get in the Game

The athletes of Women’s Professional football are swapping out their team colors in support of Project Pink for designated games throughout the 2011 season. Home teams will take to the field in pink Puma jerseys and shorts, and fans will have the chance to get involved with special activities in-stadium. Game dates are as follows:

  • Sky Blue FC: July 17                                         – Atlanta Beat: August 6
  • Boston Breakers: July 24                               – magicJack: August 10
  • Philadelphia Independence: July 31        – Western New York Flash: August 14

Of course, those who haven’t quite made the pro leagues yet will also have the chance to “Score a Goal Against Breast Cancer,” netting additional donations from PUMA, during tournaments like USA Cup, the Blues Cup, the Big Foot Tournament, and the Top Hat Puma Cup. Participants at the Puma Women’s vElite Showcase in July will also have the opportunity to show their support for Project Pink.

Fans will catch flashes of pink on-field in October, too, when PUMA-sponsored male and female football athletes will be sporting limited edition Project Pink football boots to further heighten awareness during Breast Cancer Awareness Month.

And PUMA athletes from other disciplines are getting behind the cause, too: Cobra-PUMA Golf athletes Lexi Thompson and Anna Nordqvist will be sporting head-to-toe Project Pink during the women’s golf major on July 8th, while PUMA Running is hosting a five-mile race in August beginning and ending at the brand’s North American Headquarters in Westford, Massachusetts, with all proceeds going to benefit Project Pink’s ultimate beneficiary. Visit go.puma.com/puma5miler to register.

Tweet Better, Do-Gooder

And finally, with an eye to spreading the word even further and offering up yet another easy way for fans to contribute – no purchase, cheering section, or football skills required – PUMA is bringing back its popular Twitter hash tag, #projectpink.

Tweet #projectpink between July 6 and October 31, and, counting one tweet per user per day, PUMA will donate an additional $1, up to $25,000, to the ultimate beneficiary. [Source: SGB Update].

Karl Lusbec


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