Hard Rock International Supports Breast Cancer Research With 26th Annual PINKTOBER Campaign in Partnership with Sports Illustrated Swimsuit and American Indian Cancer Foundation

Hard Rock will sell a signature PINKTOBER STRONGER TOGETHER pin designed by Seminole Tribe of Florida artist Wilson Bowers benefitting the American Indian Cancer Foundation to support Native Americans impacted by breast cancer.

HOLLYWOOD, Fla., Sept. 25, 2025 /PRNewswire/ — Hard Rock International is proud to announce 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,” said Stephanie Piimauna, Senior Vice President 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.”

Sports Illustrated Swimsuit Merchandise at Rock Shops Encourage Early Detection
Hard Rock is proud to partner 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.

Three women wearing Hard Rock PINKTOBER tshirts

Sports Illustrated Swimsuit models Jasmine Sanders, Nicole Williams-English and Roshumba Williams model the Hard Rock PINKTOBER collection benefitting breast cancer research

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,” 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.”

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,” Sanders said. “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.”

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). For more details, visit www.hardrock.com/PINKTOBER.

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. Visit shop.hardrock.com to purchase.

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. Follow @hardrockhotels on Instagram for more information.

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. For property-specific details, visit casino.hardrock.com.

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 is proud to support 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.

Visit www.hardrock.com/PINKTOBER for more information and to find your nearest Hard Rock. Additionally, to donate and discover more ways to fight against breast cancer, visit donate.cancer.org.

About Hard Rock Heals Foundation®
The Hard Rock Heals Foundation is a 501c(3) founded in 2016 in order to unite all philanthropic efforts, including global initiatives and local events, under one charity platform to benefit one common goal: making the world a better place by serving people and our planet. The foundation’s motto, Love.Amplified., seeks to inspire us all to turn up the volume and deliver the message that lives can be improved by the healing power of music. The Hard Rock Heals Foundation provides grants and assistance to health and wellness, disaster relief, humanitarian causes and more around the world. All funds raised through Hard Rock’s various philanthropic efforts at cafes, hotels, casinos and other venues are used to support global and local efforts that align with Hard Rock’s core values of philanthropy and giving. The Hard Rock Heals Foundation initiatives include an exclusive merchandise collection, philanthropy- driven Hard Rock Hotel suites which benefit the cause, casino programs, live music donations and much more.

About Hard Rock®
Hard Rock International (HRI) is one of the most globally recognized companies with venues in nearly 80 countries spanning more than 300 locations including owned/licensed or managed Hotels, Casinos, Rock Shops®, Live Performance Venues and Cafes. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s largest and most valuable collection of authentic music memorabilia with more than 88,000 pieces displayed at locations around the globe. The Unity™ by Hard Rock global loyalty program rewards members for doing the things they love across participating properties. In addition, Hard Rock Digital spotlights the sports betting and iGaming experience with products remixed in the spirit of Hard Rock for players worldwide.  

HRI has received numerous industry, destination and workplace awards across the travel, hospitality, gaming, entertainment and food & beverage sectors. HRI currently holds investment grades from primary investment-grade rating agencies: S&P Global Ratings (BBB) and Fitch Ratings (BBB). For more information on Hard Rock International, visit www.hardrock.com or shop.hardrock.com. 

About Sports Illustrated Swimsuit
The Sports Illustrated Swimsuit issue is one of the most recognizable and influential symbols of pop culture. Featuring talent from around the world, the issue has become a revered launching pad for successful careers in media, fashion, business, TV and film. The iconic and innovative institution continues to set the cultural tone and evoke discussion about what defines beauty on a global scale. Sports Illustrated Swimsuit has become a lifestyle platform that champions body confidence and self-expression, and connects with diverse audiences through digital content and signature experiences that nurture the body, soul and spirit. Sports Illustrated Swimsuit remains steadfast in its goal of providing an inspirational media platform for individuals where they can connect, explore and engage with 24/7 content that speaks to wellness, travel, style and beauty. For more information, visit swimsuit.si.com. Follow Sports Illustrated Swimsuit on Instagram, TikTok and Facebook.

SOURCE Hard Rock International

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Elnora Thompson

Breast Cancer

The first thing Elnora Thompson thought when she was diagnosed with breast cancer was, “Let’s get in there and get it out.” Elnora is a member of the of the Eastern Band of Cherokee Indians and resides in Cherokee, North Carolina. Health screenings, including mammograms and paps, were always stressed by Elnora’s mother. There was a history of breast cancer in her family, two of her mother’s sisters had been diagnosed. 

Elnora knew her breast cancer risk and made healthy changes in her life: she quit smoking in 2000, started running, and always got an annual mammogram. 

In 2011, at the age of 64, Elnora had a suspicious mammogram that required follow-up with a biopsy. The results were negative but required another mammogram in 6 months; this time, the next mammogram and biopsy came back cancerous. She was diagnosed with Invasive Duct Carcinoma Stage 1. “I didn’t have time for breast cancer”, Elnora declared. Although she was optimistic about her diagnosis, she still didn’t tell anyone. The IHS Women’s Wellness Program reached out to Elnora and encouraged her to tell her son. In doing so, he became her biggest support system. The breast cancer diagnosis led to a PET scan, which found 2 other primary cancer sites in her thyroid and lungs, that showed no symptoms. Elnora endured three different cancer surgeries in one year. 

Elnora’s running club, Cherokee Runners, offered support and walked with Elnora in her first Relay for Life. The Cherokee Cancer Support Group was also a strong support system that reached out to Elnora and offered financial support during treatment and emotional support that contributed to her healing. Today, Elnora is cancer-free and volunteers with the Cherokee Cancer Support Group. The advice she shares with other American Indian and Alaskan Native Women is, “Get your screenings, my cancer was found early because I did screenings on time. I am also thankful for breast cancer because it helped find other cancers in my body.” 

Thank you, Elnora Thompson, for sharing your breast cancer survivor story to encourage others to get screened.

Johnny Nelson

Johnny Nelson

Colorectal Cancer

Colorectal cancer survivor Johnny Nelson of the Navajo Nation encourages people to be proactive about colon cancer screening and cognizant of their health, emphasizing that “preventive measures are the way to go.” When he lost a younger sister and brother to both colon and stomach cancers, Johnny made it a priority to get routine colonoscopies every few years.

His first colonoscopy was done at age 38. Despite national screening guidelines that advised people to begin colon cancer testing at age 50 (new guidelines recommend age 45), Johnny knew the disease could be hereditary and talked to his doctor about getting screened anyway. Individuals with a first-degree relative such as a mother, father, sister, or brother who have been diagnosed with colorectal cancer should begin screening at 40 years of age or 10 years younger than the earliest diagnosis of their relative. During the procedure doctors found a polyp attached to his right side, which resulted in removing six inches of Johnny’s colon at a later appointment, due to the size and shape of the polyp. After this Johnny became more mindful of his health, dedicating more time to fitness, nutritious eating and living a healthier lifestyle, all behaviors that can help reduce one’s cancer risk.

By December 2011, the time was approaching for Johnny to have another screening, just as he did every two to three years. Going into it, he felt he was at the “healthiest, fittest time of his life.” He was shocked when he heard doctors had discovered a large mass on his right side, which turned out to be stage 3 colon cancer. Initially he didn’t believe it because there were no physical indicators, but colon cancer often develops without any signs or symptoms. His friends and family were equally as shocked, but continued to be supportive through the healing process, especially since Johnny had already lost two siblings to colorectal cancer.

After removal of the tumor and six months of chemotherapy, today Johnny lives cancer free. Because he also has Lynch Syndrome – a hereditary condition that puts him at higher risk for recurrence – he stays on top of scheduling appointments with an oncologist, now visiting the doctor annually for a routine colonoscopy and to check his blood work. Johnny continues to be an avid supporter of screening and living a healthy lifestyle, as taking these precautions can help lower the risk of colon cancer in Native people. It’s important for American Indians and Alaska Natives to talk with their doctors about colon cancer screening; guidelines recommend both men and women ages 45-75 should be screened.

“It’s so simple and definitely inexpensive compared to the alternative,” Johnny stressed, “it’ll save you a lot of heartache.”

Thank you Johnny Nelson for sharing your story.

Joni Buffalo

Cervical Cancer

Joni Buffalohead (Bdewakanton Dakota of the Sisseton-Wahpeton Oyate) has been getting regular Pap tests since she was a teenager. Following her second pregnancy at 30 years old, she received an abnormal Pap result. She returned to the doctor for follow-up care after giving birth to twin boys where she received the devastating news that she would need to have a full hysterectomy. 

Joni shared with us a lot of the thoughts and feelings she had 20 years ago when she had her surgery. 

Choosing to have her uterus removed was a difficult decision, especially since Joni and her husband had not yet decided if they were finished having children. Although the procedure would prevent future pregnancies, Joni elected to have the hysterectomy since she had already birthed a daughter and twin boys. Being unable to have children brought up a lot of difficult emotions for her. In the years since the procedure, Joni has found out that she may have had other options at the time. 

Joni encourages other women to develop a strong relationship with their provider and have an active voice in their cervical cancer treatments. One regret that she has is that she did not educate herself more about cervical cancer treatments. Now that she has three adult children, she wishes that she would have had the opportunity to have more kids. 

Joni’s diagnosis occurred during a time where not much was known about the links between HPV and cervical cancer. At first, Joni questioned who had first contracted HPV and spread it to whom. Questions of infidelity crept into her mind until she learned that HPV is extremely common in men and women and that HPV incidence might have occurred years prior to her marriage. In fact, 80-90% of people come into contact with HPV at some point in their life. Instead of unfairly blaming her husband, she made steps to protect their future generations from HPV-related cancers. She had honest conversations with her children about the importance of caring for your body: “I’ve been open with my children since early on. I taught my daughter to go to the OB-GYN regularly and my sons and daughter made the choice to get the HPV vaccine themselves.” 

At the start of her cervical cancer journey, Joni made a promise to herself: “if I survive this, I will lead a more courageous life.” Today, she sings lead in a Native blues band Bluedog. Bluedog’s music gives voice to the struggles of Native people and celebrates the resilience of our people. With the knowledge that Native women experience higher rates of cervical cancer than white women, Joni now uses her voice to advocate for cervical cancer education and regular screening. She urges other women to get screened regularly and to use your voice for those who have gone through a cervical cancer journey: “if you go through it, please be an advocate. With your support, another woman might not have to.” 

Thank you, Joni Buffalohead for sharing your story.

Lugene Flores

Cervical Cancer

Lugene Flores (Oglala Lakota) is a fierce advocate for Pap tests after ignoring results had a huge impact on her life. After the birth of her son at 24 years old, she received an abnormal Pap test result at a routine care appointment. Instead of following up with her doctor, she switched from clinic to clinic for ten years, scared of what the abnormal result might mean. She didn’t face it until frequent heavy, painful periods started in her mid-30s. 

With steady encouragement and support from her husband, Lugene made the decision to address the decade long history of abnormal Pap results. She went to the doctor for a biopsy and found stage 2 cervical cancer in her uterus. Lugene initially went in for surgery to remove her cervix and uterus, but they found that cancer had rapidly spread. They needed to remove her ovaries and fallopian tubes as well. Today, Lugene is healthy and works as a patient advocate, educating young Native women on the importance of Pap tests. 

“I was just too scared,” Lugene recalls, “I never thought there was a possibility that I could have cancer. I thought maybe it could have been an STD and I was too embarrassed to find out if that’s why it was abnormal.”

Lugene is sharing her story with the American Indian Cancer Foundation to reach other women out there who have had abnormal Pap results and are afraid. She says that for women who are scared, it’s important to talk about the possibilities with their healthcare provider. Otherwise, circumstances can get worse. She cautions: “Just because you ignore an abnormal test result, it doesn’t mean it’s not there. I ignored it for 11 years and it was still there – getting worse. It’s best to catch it early. The earlier you catch any disease, the better you are to fight it.”

Lugene feels she wouldn’t have been afraid to follow up on her abnormal result if she had had the right education beforehand. She advocates for stronger cervical cancer screening education for women. “It’s important for these young ladies to know how essential Pap tests are. It can save their lives. If they get an abnormal result, they need to have the education in place, in advance.”

For women to be more knowledgeable about their Pap test experience, she advises, “They need to connect with their healthcare provider and ask what’s next, what does that mean, and what is that test? You will find out that the test result is really nothing scary by asking about it. Ask your doctor, ‘How long does it take me to get the results of this test? What does abnormal mean? What are some reasonings that paps come back abnormal?’” Lugene encourages women to be their own advocate if the doctor is not being proactive or supportive enough. 

Lugene has seen how the cancer burden has affected American Indians and urges men and women of all ages to prioritize screening. “In our Native communities, cancer runs pretty high. I watched a good friend’s mother die from cancer. I watched her waste away and I don’t want to see people die like that. I hope our people start listening and stop being scared of the unknown. We have to remember that we have to be here for our younger generations.”

Thank you, Lugene Flores for sharing your story.