Belk and Ralph Lauren Corporation have unveiled a partnership focused on increasing breast cancer awareness. As a key component of the partnership, Ralph Lauren’s “Lauren Pink” capsule collection will include a new sneaker to be sold exclusively in Belk stores and on www.belk.com to benefit the Belk Women’s Health Fund established at Foundation for the Carolinas, which funds the Belk Mobile Mammography Center (BMMC) program. The BMMC provides screening mammograms to women across the Southeast with clinical services provided by Charlotte Radiology.
The Ralph Lauren partnership brings fresh support to an existing program important to Belk, and offers a stylish way for customers to aid the cause. The lace-up sneaker is available in three colors – pink, black and white. This exclusive shoe is a new addition to Ralph Lauren’s Lauren Pink capsule, which launched in Fall 2010 with a focus on creating awareness for breast cancer research during the month of October. The capsule is offered in the Fall at Belk and 10 percent of the purchase price of each Lauren Pink item sold will benefit Belk Women’s Health Fund.
Since its launch in 2013, the BMMC has visited more than 170 Belk stores across the southeast and has screened more than 6,000 women. All screening exams and results are provided by Charlotte Radiology’s licensed mammography-certified technologists and board-certified radiologists, who specialize in breast imaging. Twenty-nine women have been diagnosed with breast cancer.
The mobile mammography center has been redesigned to feature the new Lauren shoe image. The shoe will also be promoted at walks throughout Belk markets and in-store advertising; it will also be worn by BMMC staffers.
“Belk has a long-standing relationship with Ralph Lauren Corporation and a steadfast commitment to finding a cure for breast cancer,” said Jon Pollack, Belk’s executive vice president of marketing, sales promotion and eCommerce. “Through this partnership, we can create even more awareness about the importance of early detection and screening.”
The Lauren Pink shoe and line are available for purchase in stores now. Customers can also visit the Lauren Pink shop onwww.belk.com to purchase products.