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ASICS America adds star power to fight breast cancer

Christina Applegate joins the leading athletic brand with a new line

by Samar KhouryPublished: September 18, 2012 09:45 AM

Irvine-based ASICS America, a designer and manufacturer of running shoes, has decided to team up with Christina Applegate’s Right Action for Women to help women who are at increased risk for breast cancer.

The athletic brand has pledged a minimum donation of $75,000, and up to $100,000 total, to Applegate’s organization from the sale of the new ASICS Right Action for Women Collection.

“By teaming up with Christina Applegate’s Right Action for Women to launch our first-ever breast cancer awareness collection, we are now able to apply our ‘Stop at Never’ mantra to such an important effort,” said Shannon Scott, director of marketing communications of ASICS.

Applegate’s breast cancer diagnosis in 2008 inspired her to create Right Action for Women, a charitable services fund that informs women about what it means to be at “increased risk” and to encourage them to explore screening options. The fund also provides financial assistance to those who are at increased risk.

“I am incredibly grateful to ASICS and excited for the launch of the ASICS Right Action for Women Collection,” Applegate said.

The ASICS Right Action for Women Collection, available throughout October, will include a running sneaker, sports bra, 2-pack headbands, and reversible kneepads, ranging in price from $16 to $100.

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