Atlantic City, NJ (Sept. 23, 2025) – Hard Rock Hotel & Casino Atlantic City will once again turn pink this October to commemorate PINKTOBER®. This year marks the 26th anniversary of the Hard Rock PINKTOBER program supporting breast cancer awareness and research, with participation across all Hard Rock International company divisions, including Hard Rock Digital, Cafes, Hotels, Casinos, and Seminole Gaming. All PINKTOBER proceeds will benefit the American Cancer Society; in 2024, Hard Rock Atlantic City raised over $161,000.

Hard Rock Atlantic City’s month-long initiatives include pink décor, exclusive food and beverage offerings that feature specialty desserts, and limited-edition Hard Rock PINKTOBER merchandise. Additionally, the resort will be decorated with pink accents including pink lighting for the guitar exterior, the Atrium and North Hotel Tower. Hard Rock Atlantic City will also host a dunk tank fundraiser on Friday, Oct. 3, and is the presenting sponsor of the Atlantic-Cape Making Strides Against Breast Cancer Walk on Sunday, Oct. 12.

“Breast cancer has touched the lives of countless individuals and families, and we are honored to contribute to the vital fundraising efforts that advance research and education,” said George Goldhoff, President of Hard Rock Hotel & Casino Atlantic City. “I am especially proud of and grateful for the unwavering dedication and commitment of our leadership and team members, whose continued efforts to raise awareness and funds exemplify our Hard Rock’s core values to Take Time To Be Kind.”

Light Us Up in Pink 

Hard Rock Atlantic City will show support by lighting up in pink throughout October. Table games will be lined with pink felt, the Atrium will be adorned with pink accents, and the hotel towers will feature pink lights. 

The Flavors of Pink

Hard Rock Atlantic City’s award-winning dining destinations Kuro, Council Oak Steaks & Seafood, and YOUYU will feature limited-edition PINKTOBER offerings including specials on Chloe Central Coast Rosé and the Pink Cotton Candy Cheesecake made with pink grapefruit sauce and a ginger cookie wafer. Additionally, both Lobby Bar and Center Bar will feature unique PINKTOBER-themed cocktails throughout the month. 

Proceeds from each item sold will directly benefit PINKTOBER. 

Limited-Edition PINKTOBER Pin and Merchandise

During the month of October, both the on-property Rock Shops and the online retail site will feature exclusive PINKTOBER merchandise, including limited-edition pins, t-shirts, hats, water bottles, totes, and other items to support Breast Cancer Awareness.

Hard Rock Team Members Dunk Tank Event – Friday, Oct. 3

For the past four years, team members have had the opportunity to plunge Hard Rock Atlantic City management into a dunk tank on the boardwalk. New this year, casino hosts and other Hard Rock personalities will have the opportunity to be dunked, noon to 6PM.

Making Strides Against Breast Cancer Walk – Sunday, October 13 

Hard Rock Atlantic City will once again be the presenting sponsor of the Atlantic-Cape Making Strides Against Breast Cancer Walk on Sunday, Oct. 12. For additional information, or to register visit the walk page here. 

A portion of proceeds from PINKTOBER sales each year are donated to the Hard Rock Heals Foundation®, the charitable arm of Hard Rock, to support breast cancer awareness and research worldwide. The program has raised over $23 million for breast cancer research since 2019.

As a global entertainment and hospitality brand guided by the principle “All is One,” Hard Rock is leveraging its destinations and platforms from around the world to support the cause throughout PINKTOBER:

Sports Illustrated Swimsuit Merchandise at Rock Shops Encourage Early Detection

Hard Rock is proud to partner with Sports Illustrated Swimsuit on an exclusive retail collection of pins, shirts, hoodies, hats, tumblers and tote bags in partnership with models Roshumba Williams, Jasmine Sanders and Nicole Williams-English who lent their powerful voices and personal stories to the cause. More than a collection, this partnership brings together two iconic brands in strength and solidarity. 

For model Roshumba Williams, the PINKTOBER campaign is a personal mission. In the past nine months, three of her closest friends have been diagnosed with breast cancer. 

“When this came up, my heart, you know, leaped out of my chest, and I couldn't believe that these two incredible brands were coming together to help spread this message and tell this story,” said Williams. “It was so closely related to what I was actually going through as a support system for my friends, as a woman, for women's health, and it's everything.”