On the heels of the biggest soccer event in the world, sportlifestyle brand Puma is set to launch a new initiative that links women’s soccer with a well-deserving cause: launching this month, Puma’s Project Pink will strive to raise awareness – and funds – in support of the fight against breast cancer. In conjunction with their partnership with Women’s Professional Soccer (WPS), Puma will outfit some of the best female players in the world in special Project Pink kits for five WPS matches. The brand has also created a range of Project Pink merchandise that will be available for purchase beginning this summer and continuing through Breast Cancer Awareness Month in October.
Profits from the sale of Puma’s Project Pink gear will be donated to a nonprofit committed to breast cancer awareness or research; the beneficiary will be named as the result of a national online voting campaign.
“Giving back is an integral part of our brand DNA at Puma which comes to life through our Project Pink program with Women's Professional Soccer,” explained Tara McRae, senior director of marketing for Puma North America. “Project Pink has resonated with the players, the fans, and our company. There’s a lot of personal passion driving this program forward, and we’re looking forward to finally taking it public and getting consumers involved.”
It’s not all about us, though. In true Puma fashion, with an eye on both engaging and empowering the female soccer community, the brand is giving consumers a voice.
Launching July 31, Puma is hosting a forum at wps.pumafootball.com/projectpink that invites interaction with the Project Pink initiative. The site allows for the nomination of breast cancer charities with nonprofit status; supporters can then log on to vote for the winner, who will ultimately receive a donation consisting of 100% of the profits from the sale of Puma Project Pink product.
WPS teams including the Boston Breakers, Washington Freedom, FC Gold Pride, Philadelphia Independence, and Sky Blue FC have joined with Puma to rally behind Project Pink, designating matches in July and August to help raise awareness for the cause. Players from each home team will sport special Project Pink kits developed by Puma, and PUMA’s Project Pink match ball will be utilized throughout each game. Project Pink-themed activities will also be hosted in pre-game Fanzones and throughout the matches.
WPS teams the Atlanta Beat and Chicago Red Stars will also support Project Pink with events later in the season.
