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Wrangler Leads the Western Industry to Raise $1 Million

National initiative funds breast cancer research and awareness

LAS VEGAS (Dec. 4, 2006) – Earlier tonight “Are you Tough Enough to Wear Pink?” became the $1 million question proudly answered by the western industry. 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.

Utilizing the strength of the brand to unify the western industry, the Wrangler® brand pulled together the resources of dozens of retailers and top western industry companies such as Dodge®, Justin Boots®, the Professional Rodeo Cowboys Association® (PRCA) and Montana Silversmiths® to join the fight against breast cancer. The initiative spread quickly as more than 100 local rodeos nationwide hosted TETWP Nights of their own and raised money for their local breast cancer causes.

“The great thing about TETWP is that we’re raising money not only for renowned national organizations such as the Susan G. Komen Breast Cancer Foundation, but we’re also raising money on a local level to benefit community-based charities,” said Karl Stressman, director of western special events, Wrangler® Specialty Apparel. “Because of the ‘every little bit helps’ attitude of small towns across the country who are doing anything and everything they can to help, TETWP has taken off in ways we only hoped for when we launched this program.”

When the idea to support the breast cancer research community through TETWP developed in 2004, the Wrangler® brand jumped at the chance to rally the western industry in support of the campaign. Leading the charge with the creation of a special-edition TETWP pink shirt, the Wrangler® brand donated all proceeds to the cause, and rodeo competitors and fans alike have continued to button up in pink to show their support of the men and women in their lives affected by the disease. And while pink is not typically associated with rough-and-tumble rodeo cowboys, the support of the western industry and rodeo fans was unmistakable as the sold-out crowd of 18,000 sported pink shirts, hats, bracelets and more, casting a pink hue on the arena.

“There is so much support, we can barely keep up,” says Terry Wheatley, breast cancer survivor and founder of the TETWP initiative. “It is uplifting to witness the efforts of this collaboration reach $1 million in donations and see how our hard work is paying off. Now we’ll charge into 2007 focused on raising even more money for the cause.”

For information on how to help TETWP, visit http://www.wrangler.com or http://www.toughenoughtowearpink.com.

About Tough Enough to Wear Pink (TETWP)

The brainchild of Terry Wheatley, a breast cancer survivor, and Karl Stressman, director of western special events, for Wrangler®, the TETWP campaign debuted at the 2005 Wrangler® National Final Rodeo when one night of competition was devoted to the cause. The event became known as TETWP Night, and a groundswell of support from the western industry and rodeo community began to grow.

About the Wrangler® NFR

The Wrangler® National Finals Rodeo (Wrangler® NFR) is the Professional Rodeo Cowboy Association’s championship event and the world’s richest and most prestigious rodeo. Showcasing ProRodeo’s 15 top contestants in seven events, the 2006 Wrangler® NFR is taking place Nov. 30 – Dec. 9 in Las Vegas. One of the toughest tickets in sports to obtain, the Wrangler® NFR has had sold out attendance for more than 200 straight performances, setting an overall, 10-day attendance record of 176,625. The national championship of the Professional Rodeo Cowboys Association (PRCA), the Wrangler® NFR concludes with crowning of the sport’s nine World Champions; they are determined by official seasonal earnings. Visit http://www.prorodeo.com and http://www.nfrexperience.com for more information.

Wrangler® Western Wear is available at over 2,500 western specialty, mid-tier and workwear stores nationwide that provide quality men’s and women’s apparel and accessories. For more information regarding the Wrangler family of products or to locate the Wrangler retailer nearest you, visit http://www.wrangler.com or call 1.888.784.8571.

About the Company

VF Corporation is a leader in branded lifestyle apparel including jeanswear, outdoor products, intimate apparel, image apparel and sportswear. Its principal brands include Wranglerâ, Leeâ, Ridersâ, Rustlerâ, The North Faceâ, Vansâ, Reefâ, Napapijriâ, Kiplingâ, Nauticaâ, John Varvatosâ, JanSportâ, Eastpakâ, Vanity Fairâ, Vassaretteâ, Bestformâ, Lily of Franceâ, Lee Sportâ and Red Kapâ.

 

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