Hard Rock International Supports Breast Cancer Research with 26th Annual PINKTOBER Campaign in Partnership with Sports Illustrated Swimsuit

Hard Rock International has announced its 26th annual PINKTOBER campaign in partnership with Sports Illustrated Swimsuit ahead of this Breast Cancer Awareness Month. As a global entertainment and hospitality brand guided by the principle “All is One,” Hard Rock is leveraging every touchpoint to support the cause throughout October, from a limited-edition retail collection to special menu items and events.

A portion of proceeds from PINKTOBER sales each year are donated to the Hard Rock Heals Foundation, the charitable arm of Hard Rock, to support breast cancer awareness and research worldwide. The program has raised over $13 million for breast cancer research since its inception.

“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. 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,” said Stephanie Piimauna, Senior Vice President of People & Inclusion at Hard Rock International and Seminole Gaming.

Hard Rock partnered with Sports Illustrated Swimsuit on an exclusive retail collection of pins, shirts, hoodies, hats, tumblers and tote bags in partnership with models Roshumba Williams, Jasmine Sanders and Nicole Williams-English who lent their powerful voices and personal stories to the cause. More than a collection, this partnership brings together two iconic brands in strength and solidarity.

For model Roshumba Williams, the PINKTOBER campaign is a personal mission. In the past nine months, three of her closest friends have been diagnosed with breast cancer.

“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. 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,” said Williams.

Model Jasmine Sanders’ Aunt Barbara is a survivor. She hopes this campaign encourages early detection, regular checkups and continued research.

“I hope this campaign sends a beautiful message to everybody who’s possibly struggling with breast cancer or had it in the past. 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,” Sanders said.

The PINKTOBER Sports Illustrated Swimsuit collection is available now at shop.hardrock.com and in Rock Shops beginning October 1.

Unity by Hard Rock Mastercard Gives Back Through Every Transaction

Unity by Hard Rock Mastercard cardmembers will help raise money simply by using their card during PINKTOBER. Thanks to Bread Financial, a small portion of every transaction made with a Unity by Hard Rock Mastercard during the month of October will be donated to the Hard Rock Heals Foundation (up to $75,000).

STRONGER TOGETHER Pin Supports Indigenous Communities Impacted by Breast Cancer

Starting PINKTOBER through the end of Native American Heritage Month (October 1 – November 30), Hard Rock will sell a signature PINKTOBER STRONGER TOGETHER pin designed by Seminole Tribe of Florida artist Wilson Bowers, with 100% of net proceeds donated to the Hard Rock Heals Foundation, benefitting the American Indian Cancer Foundation to support Native Americans impacted by breast cancer.

Hard Rock Hotels

Hard Rock Hotels across the globe are joining the brand’s annual campaign with a vibrant lineup of charitable and immersive offerings, from live entertainment to themed food and beverage creations, spa and wellness experiences, jewelry-making classes, community events, and more.

Through its Sound of Your Stay program, Hard Rock Hotels around the world will empower guests to connect with music while contributing to the cause by renting or purchasing pink vinyl records with inspiring songs to play in their rooms or borrowing pink electric and acoustic guitars.

The brand will also honor those impacted by breast cancer, including survivors and caregivers, by donating more than 100 room nights in complimentary vacations at all-inclusive properties in Mexico and the Caribbean.

Hard Rock Cafes

Hard Rock Cafes will celebrate PINKTOBER with locally driven initiatives in honor of Breast Cancer Awareness Month. Activities may include themed dinners, charity nights and live music performances featuring talented female artists from the community.

Hard Rock Casinos

Throughout PINKTOBER, Hard Rock Casinos will host charitable activations, including select table games and slot tournaments, as well as entertainment programming where a portion of ticket sales will benefit the Hard Rock Heals Foundation in support of breast cancer awareness, research and patient services. Guests can also contribute through Hard Rock’s Change for Change program by donating spare change from redeemed gaming vouchers at participating properties throughout the month. Proceeds will support national and global nonprofit partners advancing cancer research and assisting those impacted.

Hard Rock Games

Players can support PINKTOBER with every spin on Jackpot Planet or Neverland Casino. Throughout the month, Hard Rock Games will reward select lucky players with exclusive PINKTOBER merchandise and make a donation for every million spins. Plus, players who link their Unity by Hard Rock account will unlock extra rewards and additional chances to win PINKTOBER prizes.

Hard Rock Bet

Hard Rock Bet supports PINKTOBER by making a donation to the Hard Rock Heals Foundation for every new player that joins its top-rated sportsbook and online casino app during October. The campaign will also be highlighted through in-app PINKTOBER-themed elements and amplified at events to raise awareness and drive support.