From the NFL to football fields all across the Valley, the color of pink is popping up everywhere as people bring awareness to breast cancer.
"It's kind of taken on a life of its own. It really has become something that even the little ones at the Pop Warner level," fIrst String Sports V.P. of Operations Jerry Luna said.
Luna says the store sells a variety of pink sports equipment and over the years that trend has taken off.
Throughout the month of October, employees even get involved. Luna says breast cancer is something that's personally impacted him and others.
"it has hit home personally for us my mother in law died of breast cancer," Luna said. "Everyone here and our employees seems to have someone they know, just like everyone out there, has someone they know that's affected by it."
During the past five years, the power of pink business in Northeast Fresno has supported many women as they go through breast cancer treatment. The store also sells many pink apparel items. Proceeds benefit breast cancer research.
"I think it's wonderful. The more awareness that there is the more awareness, the earlier more women will get tested, the earlier cancer is detected, the better the end result," Power of Pink owner Donna Dye said.
For Dye, breast cancer is real. She is a survivor and her daughter Sherry ultimately passed away from the disease.
"We don't want any other family to go through what we went through with the loss of our daughter. It's very difficult to lose a child," Dye said.
Dye says for her, everyday is Breast Cancer Awareness Day, but she is glad to see so many people thinking and talking about cancer.
"The more money the more research, the sooner they're going to find a cure for this," Dye said.