Dick's Sporting Goods raises breast cancer awareness with new campaign

PITTSBURGH — Dick's Sporting Goods announced that it is honoring Breast Cancer Awareness Month with its "October -- The Power of Pink" campaign supporting the National Breast Cancer Foundation. Throughout October, Dick's Sporting Goods will feature a variety of pink ribbon items in its stores and online at www.DicksSportingGoods.com/pink 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, The Dick's Sporting Goods Foundation will donate $250,000 to the National Breast Cancer Foundation, whose mission is to save lives by increasing awareness of breast cancer through education and by providing mammograms for those in need, the company reported.

Consumers will also have the opportunity to express their support by participating in Dick's Sporting Goods' "Endless Ribbon" Facebook initiative. Throughout October, 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 choose to include 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.

"Dick's Sporting Goods takes great pride in helping to generate awareness of and support for National Breast Cancer Awareness Month and the National Breast Cancer Foundation," said Lauren Hobart, Chief Marketing Officer at Dick's Sporting Goods. "Through our 'October -- The Power of Pink' campaign and our 'Endless Ribbon' initiative, we encourage our customers to visit us in stores or online to join the team, and together we'll turn the sports world pink."

Dick's Sporting Goods said it is also partnering with current professional football players who have had life experiences with breast cancer. New England wide receiver Chad Ochocinco, Philadelphia running back LeSean McCoy, Seattle wide receiver Sidney Rice and several other gridiron stars will promote "The Power of Pink" campaign via public relations and social media.

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