The Pink Shirt Challenge

Terry partnered with Karl Stressman, then Director of Special Events for Wrangler, to bring her vision to life. Karl pulled off a logistical feat by rushing production of 200 pink shirts—an item initially scheduled for release the following year. The Professional Rodeo Cowboys Association (PRCA) spread the word to competitors, while Wade Wheatley rallied his peers.

Would the cowboys, known for their toughness, embrace pink?

When the big night arrived, the Thomas & Mack Arena in Las Vegas became a sea of pink. One after another, cowboys and cowgirls rode into the arena, proudly donning the color of awareness. The moment captured the hearts of spectators and media alike, sparking a movement that has since reached far beyond the rodeo.