Hard Rock International has launched its 27th annual Pinktober campaign to support breast cancer awareness, research, and patient services throughout October 2026. The global initiative unites Hard Rock Hotels, Casinos, Cafes, Rock Shops, and digital platforms.
All funds raised during the month-long campaign go directly to the Hard Rock Heals Foundation to support breast cancer research and awareness worldwide. The initiative partners with the American Cancer Society and has raised more than $15 million to date.
Participating Hard Rock Cafes are serving themed menu items during October, including the Pink Power Bowl, Berry Lychee Spritz, and Hibiscus PinkRITA. Select locations in London, Barcelona, New York, Las Vegas, and Hollywood, Florida, are also offering a shareable Pink Smash Guitar Dessert.
Guests at participating Hard Rock Hotels can access limited-edition wellness treatments, live performances by female artists, and pink guitars through the Sound of Your Stay program. A limited-edition Stronger Together pin designed by Seminole Tribe of Florida artist Theron Osceola is available online, with net proceeds benefiting the American Indian Cancer Foundation.
Cardmembers using the Unity by Hard Rock Mastercard can support the campaign through transactions that trigger donations up to $75,000 via Bread Financial. Additional support can be made through the purchasing of hoodies, T-shirts, stickers, and pins at Rock Shops and online.
Hard Rock International operates properties worldwide, with human resources led by Stephanie Piimauna, senior vice president of people and inclusion. Corporate relations for the American Cancer Society are led by Vice President Kerri Whetzel.
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