In honor of National Breast Cancer Awareness Month, Dick's Sporting Goods launched its “Sport Your Support” campaign. Throughout October, Dick's Sporting Goods will feature a variety of pink items in stores and online from top brands including Nike, Reebok, Under Armour, Lady Hagen and Maxfli, and is encouraging consumers to join in showing their support for the cause.

To kick off the program, Dick's Sporting Goods donated $250,000 to the National Breast Cancer Foundation (NBCF), whose mission is to save lives by increasing awareness of breast cancer through education and by providing mammograms for those in need.

Consumers will also have the opportunity to “Sport Their Support” by participating in Dick's Sporting Goods' “Endless Ribbon” Facebook initiative. From now through Oct. 31, consumers can visit the DICK'S Sporting Goods Facebook page, add a pink ribbon to their profile picture and dedicate it to a loved one or include it as an expression of hope. DICK'S will aggregate all participants' photos in its “Endless Ribbon” gallery, where the photos together will attempt to form the World's Longest Pink Ribbon.

To further support the cause, Dick's Sporting Goods will partner with a group of current professional football players who have had life experiences with breast cancer. Denver linebacker Von Miller, New England wide receiver Wes Welker and other gridiron stars will promote the “Sport Your Support” campaign and “Endless Ribbon” initiative via public relations and social media.

“Dick's Sporting Goods takes great pride in supporting and promoting awareness for such a worthy cause,” said Lauren Hobart, Chief Marketing Officer at DICK'S Sporting Goods. “Throughout October we encourage our customers to 'Sport Their Support' by participating in our 'Endless Ribbon' initiative and visiting us in stores or online to help us turn the sports world pink.”