Football players, Dick's join to support breast cancer awareness

PITTSBURGH — Dick's Sporting Goods is partnering with a group of current professional football players who have had life experiences with breast cancer, as part of its campaign for National Breast Cancer Awareness month. Denver linebacker Von Miller, New England wide receiver Wes Welker and other gridiron stars will promote the "Sport Your Support" campaign and "Endless Ribbon" initiative via public relations and social media.

Throughout October, the retailer will feature a variety of pink items in stores and online from top brands including Nike, Reebok, Under Armour, Lady Hagen and Maxfli, and is encouraging consumers to join in showing their support for the cause.

To kick off the program, DICK'S Sporting Goods donated $250,000 to the National Breast Cancer Foundation (NBCF).

Consumers will also have the opportunity to "Sport Their Support" by participating in Dick's Sporting Goods' "Endless Ribbon" Facebook initiative. From now through Oct. 31, consumers can visit the Dick's Sporting Goods Facebook page, add a pink ribbon to their profile picture and dedicate it to a loved one or include it as an expression of hope. DICK'S will aggregate all participants' photos in its "Endless Ribbon" gallery, where the photos together will attempt to form the World's Longest Pink Ribbon.