The Puma 2012 Project Pink campaign is the sportswear brand's third initiative in support of breast cancer research. For the 2012 campaign, Puma is asking, "Who do you wear pink for?" and encouraging people to nominate and vote for their favorite breast cancer charity, buy products from Puma that are dedicated to the cause, as well as share the initiative with their friends on social media.
Puma's goal this year is to raise $120,000 for a major charity, with 100 percent of the profits from Puma 2012 Project Pink product sales going toward the most-voted-for charity. Puma will announce the winning charity this October at the Los Angeles Project Pink Charity Soccer Game.
To help launch the initiative, Puma has enlisted actress and singer Ashley Tisdale, who says she wears pink for her grandmother. Tisdale appears in this short video promoting the campaign.