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Deely Harley-Davidson Canada expands the Pink label collection in support of Rethink Breast Cancer

Canadian Harley-Davidson Enthusiasts Embrace a “Purchase with a Purpose”

CONCORD, Ontario (January 25, 2011) – True to the spirit of the Harley-Davidson motorcycling culture, Harley-Davidson® enthusiasts have demonstrated strong support to Rethink Breast Cancer’s cause through the purchase of Pink Label Collection garments which the Harley-Davidson® Brand introduced in Canada in January 2010.

Since the launch of its partnership with Rethink in March 2009, Deeley Harley-Davidson Canada has been able to contribute over $53,000 to the charity to aid in the continued operation and expansion of their vital education, research, and supportive care programs across Canada.

There are approximately 5,000 women under the age of 50 diagnosed with breast cancer in Canada every year. Spread across our vast country, they often feel isolated and struggle to find support that is relevant to them. Thanks to the generous contribution of a number of companies, Rethink will be able to continue to fill support gaps for young women in Canada.

“We are delighted with our partnership with Deeley Harley-Davidson [Canada], a company passionate about the cause and committed to empowering Canadian women through awareness and education about the disease,” says MJ DeCoteau, Executive Director of Rethink Breast Cancer. “The dollars raised have made a tremendous impact on our organization and have helped Rethink get closer to its goal of reaching every newly diagnosed young woman in the country and making all young women (and men) aware of the risk factors of the disease”.

Deeley Harley-Davidson Canada, the exclusive distributor of Harley-Davidson products in Canada, is proud to announce that it will be growing its partnership with Rethink Breast Cancer and continuing to help the charity achieve its mission by offering an even more extensive clothing line consisting of 25 items. A portion of the sales proceeds from each item will go towards Rethink.

Six trendy new items have been added to the Pink Label Collection to include a stylish rhinestone-refined Pink Label Embellished Hoodie (part number 99195-11VW), a Pink Label Embellished Hooded Pullover (part number 99196-11VW), a revamped Pink Label Activewear Hoodie (part number 99197-11VW), a new Pink Label Headwrap (part number 99426-11VW), a practical Pink Label Travel Mug (part number 99401-11V), as well as a symbolic, yet essential, Pink Label Water Bottle (part number 99402-11V).

Tagged with the motto “Purchase with a Purpose”, the Canadian Pink Label Collection features a tasteful touch of pink on stylish MotorClothes silhouettes and also makes for a perfect Valentine’s Day gift for your loved ones. The collection will be available in-Store at authorized participating Harley-Davidson Retail Stores as of February.

Deeley Harley-Davidson Canada is proud of its alliance with Rethink Breast Cancer, an organisation that is dedicated to providing innovative education, research, and support programs and shares a common desire to empower women. This partnership fits perfectly with the broader Harley-Davidson Garage Party event initiative in Canada, one with women as its focal point. Many of the 60+ Retailers across Canada hosting Garage Party events in the month of March will be showcasing the brand-new Pink Label Collection. These events assist women in starting the incredibly rewarding experience of cruising the open roads and living the dream. For further information on the nearest Garage Party event, go to www.garageparty.ca.

To find out more about the Pink Label Collection in Canada, or to purchase items from the collection, visit your local Harley-Davidson Retail Store, or visit www.harleycanada.com.

About Rethink Breast Cancer

Launched in 2001, Rethink is the first-ever Canadian breast cancer charity to bring bold, relevant awareness to the under-40 crowd, to foster a new generation of young and influential breast cancer supporters, to infuse sass and style into the cause, and, most importantly, to respond to the unique needs of the young women going through it. To find out more about Rethink Breast Cancer, visit www.rethinkbreastcancer.com.


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