On the heels of the biggest soccer event in the world, sportlifestyle brand PUMA® announces 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.

PUMA's Project Pink match ball. Source: PR Newswire

Since becoming partner and official sponsor in December 2008 with Women's Professional Soccer (WPS), PUMA will now outfit some of the best female players in the world in special Project Pink kits for five WPS matches this summer.

The brand has also created a range of Project Pink merchandise that will be available for purchase on July 26 at shop.puma.com, at select PUMA Stores, other retail partners and at participating stadiums during WPS games.

PUMA's Project Pink replica jersey, tee-shirts in pink and white, trainer and (mini) skill ball, and gym sack will all be available for purchase. PUMA’s sport fashion features up until now include collaborations with renowned designer labels such as Alexander McQueen, Mihara Yasuhiro and Sergio Rossi.

Puma tells FashionMag that they "support safe sustainability, peace, and stay true to the principles of being fair, honest, positive and creative in decisions made and actions taken."

So it is unsurprising that Tara McRae, senior director of marketing for PUMA North America explains "giving back is an integral part of our brand DNA at PUMA”.

Consumers Get Involved

Launching July 31, PUMA is hosting a forum that invites interaction with the Project Pink initiative, allowing nonprofit breast cancer charities to be nominated from August 7 and to be voted for, from September 13. Tweeting can also donate an additional $1 through hash tag #projectpink, one tweet for each user per day.

By Rosie Hart