Sportlifestyle brand Puma® is excited to announce 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. In conjunction with their partnership with Women’s Professional Soccer (WPS), Puma will outfit some of the best female players in the world in special Project Pink kits for five WPS matches.

The brand has also created a range of Project Pink merchandise that will be available for purchase beginning this summer and continuing through Breast Cancer Awareness Month in October. Profits from the sale of Puma’s Project Pink gear will be donated to a nonprofit committed to breast cancer awareness or research; the beneficiary will be named as the result of a national online voting campaign.

Launching July 31, Puma is hosting a forum at wps.pumafootball.com/projectpink that allows for the nomination of breast cancer charities with nonprofit status; supporters can then log on to vote for the winner, who will ultimately receive a donation consisting of 100% of the profits from the sale of Puma Project Pink product. The nomination period will open on August 7; voting will begin on September 13. The crowd favorite will be announced and the donation made in late October.

In line with the first match, Puma’s new range of Project Pink merchandise debuted on July 26 on shop.puma.com and at select Puma Stores and other retail partners. The range includes Puma’s Project Pink replica jersey, tee-shirts in pink and white, trainer and (mini) skill ball, and gym sack.

In an effort to drive additional awareness to the cause, the brand will be using the Twitter hash tag #projectpink when communicating updates about Project Pink and will also encourage fans creating content to do the same. For every tweet using the hash tag from July 31 through October 18, Puma will donate an additional $1 to the Project Pink cause, up to a maximum of $25,000. PUMA will count one tweet using the hash tag per user per day.