WWE began their 3rd year of partnership with Susan G Komen on this week's episode of Monday Night Raw in Chicago, Illinois. The partnership originally began with just John Cena but has now expanded to include all WWE talent. This year's theme is entitled "Courage, Conquer, Cure" and will continue with the company "going pink" for the next four weeks.
In addition to the use of a pink middle ring rope, decorated entrance ramp and branded ring skirt, the next 4 episodes of Total Divas will be branded pink in addition to content on the WWE Network.
None of WWE's contracted talent is forced to participate but many workers have contacted officials about wearing pink.
Stephanie McMahon, as WWE Chief Brand Officer, not her on-screen character as member of The Authority, spoke to ChicagoNow.com about the campaign at this link.
Speaking of Stephanie, the company is working to differentiate her real-life responsibilities in an executive role from her on-screen character as a villain. Her position of Chief Brand Officer was something created after Vince McMahon took back over as the head of creative last October so Stephanie could focus more on the corporate side of things without bearing the tremendous burden as head of stroylines. Further, Stephanie's on-air character has become a priority.