The global entertainment and leisure brand Hard Rock has teamed up with Sports Illustrated Swimsuit to boost exposure and gain further traction, with the help of models Roshumba Williams, Jasmine Sanders, and Nicole Williams-English, who have added a personal touch and perspective to the crucial issue of Breast Cancer Awareness.
As part of the collaboration, an exclusive retail launch includes pins, shirts, hoodies, hats, tumblers, and tote bags so that you can share the message and splash some pink wherever you go, this October.
Hard Rock International will provide full exposure to PINKTOBER throughout the month, utilizing every opportunity across its vast array of digital assets to support the worthy cause.
This will be amplified through the brand’s “All is One” principle, which will also see special menu items appear in Hard Rock restaurants, while a portion of all proceeds from PINKTOBER will be donated to the Hard Rock Heals Foundation to help support breast cancer awareness and research across the world.
The wider Heals Foundation provides welcome assistance and support to various health, disaster relief, and humanitarian causes globally, with more than $13m raised for breast cancer support since the inception of the charity in 2016.
“At Hard Rock, we work to improve lives and help communities, and one of the ways we honor this mission each year is during PINKTOBER,” said Stephanie Piimauna, Senior VP of People & Inclusion at Hard Rock International and Seminole Gaming.
“We’re thankful to those who share their stories and for our partners and team members who develop excellent merchandise and experiences so our guests can support this important cause during their visits.”
The 2025 PINKTOBER campaign will emphasize the importance of community, resilience, and global impact, with the limited-edition merchandise supplementing themed experiences and targeted donations.
Personal stories will play a key role, helping others relate, including Sports Illustrated’s Roshumba Williams, whose three close friends have been diagnosed with breast cancer in the past nine months.
This underscores the campaign’s role as a “personal mission” for many involved.
“When this came up, my heart, you know, leaped out of my chest, and I couldn’t believe that these two incredible brands were coming together to help spread this message and tell this story,” said Williams.
“It was so closely related to what I was actually going through as a support system for my friends, as a woman, for women’s health, and it’s everything.”
That sentiment was echoed by Jasmine Sanders, whose Aunt Barbara is a survivor.
She wants to encourage every woman to be aware and vigilant, with the hope that the campaign will bolster early detection rates, regular checkups, and further research into breast cancer.
“I hope this campaign sends a beautiful message to everybody who’s possibly struggling with breast cancer or had it in the past,” stated Sanders.
“I hope to bring awareness and get as many people behind us to really do the research, get those checkups, and make sure that you’re taking care of yourself.
“I think everybody has someone close to them that has possibly struggled. I know I have, and we all want to just make sure everybody’s OK and healthy. So, check on yourself too.”
As outlined above, PINKTOBER will be rolled out and supported across virtually every Hard Rock brand touchpoint.
This will include features and concessions across Hard Rock Hotels and Hard Rock Cafes.
Hard Rock Casino will provide charitable activations, including select table games and slot tournaments, while Hard Rock Games will enable players to support PINKTOBER with every spin on the Jackpot Planet or Neverland Casino titles.
During the promotion, gamers will be able to win exclusive PINKTOBER merchandise.
Hard Rock Bet will also provide visibility to the campaign with a donation sent to the Hard Rock Heals Foundation for every new player that signs up for its sportsbook and online casino app.
The Pinktober campaign will run from October 1 to November 30 2025, including and beyond the main Breast Cancer Awareness Month that runs through October.
