Hard Rock and Sports Illustrated Swimsuit Unite for 26th Annual PINKTOBER

Since its launch, PINKTOBER has generated more than $13 million for breast cancer research worldwide. Proceeds from merchandise, events, and activations feed directly into the Hard Rock Heals Foundation®, the company’s charitable arm. For Hard Rock, it’s a continuation of its guiding principle, “All is One.”

“Each year during PINKTOBER we work to improve lives and help communities,” 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.”

Stories Behind the Collection

This year’s partnership with Sports Illustrated Swimsuit centers on an exclusive retail collection available at Rock Shops and online. Modeled by Roshumba Williams, Jasmine Sanders, and Nicole Williams-English, the collection is more than just apparel and accessories — it’s storytelling stitched into design.

For Roshumba Williams, the campaign couldn’t be closer to home. In the past nine months, three of her closest friends have been diagnosed with breast cancer. “My heart leaped out of my chest when I learned about this collaboration,” she said. “It was so closely related to what I was going through as a support system for my friends, as a woman, for women’s health — and it’s everything.”

Jasmine Sanders brought her own family story to the campaign, noting her Aunt Barbara’s survival. “I hope this campaign sends a beautiful message,” she said, encouraging early detection, regular checkups, and continued research. “I think everybody has someone close to them that has possibly struggled. We all want to make sure everybody’s OK and healthy.”

More Than Merchandise

PINKTOBER touches every corner of Hard Rock’s empire.

• Unity™ by Hard Rock Mastercard®: Thanks to a partnership with Bread Financial, a portion of every transaction made with the card during October will be donated to the Hard Rock Heals Foundation®, up to $75,000.

• STRONGER TOGETHER Pin: Designed by Seminole Tribe artist Wilson Bowers, this limited-edition piece directs 100% of net proceeds to the American Indian Cancer Foundation, supporting Native Americans impacted by breast cancer.

Hard Rock Hotels worldwide will carry the message through themed spa offerings, community events, and music-driven initiatives like pink vinyl rentals and guitar sessions. More than 100 complimentary room nights will be donated to survivors and caregivers at all-inclusive resorts in Mexico and the Caribbean.

Hard Rock Cafes will bring the campaign local with charity nights and female-driven live music, while Hard Rock Casinos will funnel proceeds from tournaments, ticketed entertainment, and the Change for Change donation program into breast cancer services and research.

The campaign extends into the digital realm as well. Hard Rock Games will tie donations to player activity across Jackpot Planet and Neverland Casino, while Hard Rock Bet will contribute for every new customer signing up to its sportsbook and iCasino app during October, complete with themed in-app elements to spotlight the cause.

For more on the campaign and its activations, visit hardrock.com/PINKTOBER or follow Hard Rock Hotels on Instagram for updates throughout the month.