The new charity platform was born out of the success of the brand’s popular Zumbathon charity events. Since its inception, the brand has raised more than $3.5 million for charities including Breakthrough Breast Cancer in the UK, Susan G Komen for the Cure and its global nonprofit partners, the American Heart Association, the Muscular Dystrophy Association’s Augie's Quest and more.
“Zumba Love was created from the passion and positive impact that the Zumba programme and its licensed instructors make on millions of people around the world each day,” said Alberto Perlman, CEO and co-founder of Zumba Fitness.
“An integral part of our brand’s success is the commitment we place on giving back to all of the communities in which we do business. Zumba Love will bring this all together under one umbrella.”
On August 9, Zumba Love will make its official debut at the 2012 Zumba Instructor Convention in Orlando, Florida. To celebrate the launch, Zumba Fitness will throw a Zumbathon Fitness Concert to benefit the annual “Party in Pink” campaign, running this year from August 1 until Oct. 31.
More than 7,000 instructors, in pink Zumba wear, will dance along to world rhythms, including a special appearance by singer Paulina Rubio, who recently teamed up with Zumba Fitness to create the official theme song for this year’s “Party in Pink” campaign, “All Around the World”, which is available now on iTunes.
Seventy-five per cent of ticket sales from “Party in Pink” charity classes and 30 per cent of the sales of limited edition “Party in Pink” Zumba wear and accessories will be donated to Breakthrough Breast Cancer. More than $1.2 million has been raised through more than 1,300 worldwide Zumbathon charity events, as well as through the sales of the “Party in Pink” apparel items.
“Zumba Fitness, through its Party in Pink campaign, has been a wonderful partner over the past two years, bringing women and men together to support healthy living while supporting Breakthrough’s critical research and community health programs,” said Becky Crowe, community fundraising manager at Breakthrough Breast Cancer. “It’s inspiring to see people come together to show their pink pride – a reminder that we are all in this fight together.”
The “Party in Pink” movement began in the US and UK in 2011, with Zumba instructors and enthusiasts coming together to show their support for Komen and Breakthrough and its fight to end breast cancer forever.
October 2011 saw 4,000 Zumba fans attend the Party in Pink Zumba Fitness Concert at London’s Alexandra Palace, raising £130,000 for Breakthrough Breast Cancer.
See www.partyinpink.com for 2012 “Party in Pink” Zumbathon charity events in your area.
Photograph: 3,800 Zumba Fitness enthusiasts at Party in Pink