Under Armour, Inc. announced Joleen Ruffin, Ashley Roback and Lisa Messer as the winners of its fourth annual 'Power in Pink' She's A Fighter Survivor Search, a yearly online campaign that encourages survivors and women living with breast cancer to submit inspirational stories of strength and courage.
The company said these three women will continue to help empower and support others through both their tales of inspiration as well as representing the Under Armour brand next year. Under Armour will also donate $5,000 to each of the three survivors' breast cancer organizations of choice.
Since 2003, the “Power in Pink” campaign has helped to spread vital messages about the importance of physical activity in the fight against breast cancer. Beginning today, Joleen, Ashley, and Lisa's stories of empowerment and inspiration will live on www.underarmour.com/powerinpink.
Visitors to the site will be able to read the stories of the survivors and learn about their resolve to overcome breast cancer.
“These three women are true fighters – they embody strength and inspiration in everything that they do. We are honored to join forces with them in their fight against breast cancer,” said Adrienne Lofton, Sr. Director, Women's Marketing. “The Under Armour 'Power in Pink' program provides a community for women to learn about the importance of physical activity in fighting breast cancer, and gives us the opportunity to partner with various national and local organizations for breast cancer research, awareness and treatment.”
The “Power in Pink” Facebook Fan Page at www.facebook.com/powerinpink offers behind-the-scenes footage of photo shoots and events, educational information, and much more. The Facebook Fan Page also allows women to share their stories throughout the year, through the “Power in Pink Fighting Fan of the Month” contest, where Fans can post stories and photos of their accomplishments for a chance to become the “Fan of the Month,” and have their story and photo featured on the homepage for a week.
Joleen Ruffin, California
Joleen Ruffin was 32 and a mother of three when she was diagnosed with Stage 3 of a very aggressive form of breast cancer. Having owned a boot camp studio with her husband, she was in top shape when she was diagnosed, and knew the importance of staying in shape to be healthy. Two years after her diagnosis, she plans on entering several 5Ks and 10Ks again, and runs a blog educating women on the importance of exercising and eating healthy to keep cancer from recurring
Ashley Roback, Kentucky
Seven months pregnant with her second child, Ashley Roback was 27 when she was learned she had breast cancer. She is a passionate runner who has participated in 10 marathons and 5 half-marathons, and remains devoted to exercise even after a double mastectomy in April and faced with radiation treatment through December of this year. Ashley maintains an attitude like that of running marathons, beating breast cancer is 90% mental, and she continues to live with a fighter mentality as she defeats the disease.
Lisa Messer, Pennsylvania
Lisa Messer credits the support of her friends, family and colleagues for getting her through breast cancer, an aggressive, multi-focal form that she was diagnosed with at age 37. A year after her diagnosis, Lisa was inspired to enter her first sprint triathlon, and continues to train for and compete in various triathlons, knowing that if she can survive breast cancer, she can survive anything. She recently completed an Olympic-distance triathlon consisting of a mile swim, a 25-mile bike, and a 6-mile run, and raised over $6,000 in funds to fight cancer.
Throughout the months of September and October, while supplies last, consumers will be able to purchase limited-edition, pink ribbon-imprinted styles at Under Armour specialty stores, online and at select retail locations nationwide. The expanded line includes women's tops, bottoms and accessories, men's apparel, as well as mountain/outdoor apparel. For every “Power in Pink” item purchased in-store and online, Under Armour will donate a percentage of the proceeds to a number of organizations dedicated to research and the fight against breast cancer.
