Professional Bull Rider Mike Lee Takes On Blue-Emu

Online, October 11, 2011 (Newswire.com) - In the championship round of a Professional Bull Riding (PBR) Built Ford Tough Series (BFTS) event, riders have two choices: ride a less intense bull for a possible lower score, or ride a tougher bull and risk everything for the coveted 90+ point ride. In the championship round, the bulls selected are already the toughest of the tough, and one of the most infamous is Blue-Emu's After the Pain. Formerly known as Hank, Blue-Emu pain relief products of NFI Consumer Products, renamed the bull in the "Name the Bull" contest. Fans were given the opportunity to rename Hank and win a trip to the PBR World Finals with VIP tickets and hotel accommodations at the end of October. Blue-Emu's After the Pain debuted with his new name in the championship round at Troy-Bilt Invitational in Charlotte, N.C.

NFI President Richard Guy said he was excited to see the strong bull perform for the first time with his new name. "He's a tough bull and the riders know it. I put out a little challenge to them that Blue-Emu would give any rider who chose to ride him one thousand dollars and we'd donate another thousand dollars to Breast Cancer Awareness." PBR BFTS rider Mike Lee took on the challenge, but without a score.

"It's still worth it, you know," Lee explained. "It's awesome that money's going to Breast Cancer Awareness. That's the best part... score or no score."

"It's nice to take a step back from the competition and honor some of the bigger things in life. We're thrilled the PBR launched the 'Tough Enough' campaign in Charlotte because we got to be such a big part of it," Guy said after the event.

In honor of Breast Cancer Awareness month PBR launched the "Tough Enough to Wear Pink" campaign. Riders and supporters were encouraged to wear pink to the events and support the cause. The idea was inspired by a PBR & JB Mauney fan, Linda Wells, who celebrated the anniversary of her successful battle with breast cancer at the Charlotte event. During her fight, Wells has heard Mauney in an interview say he looked at a successful ride as taking it "one jump at a time." Wells decided she would use that same outlook in her fight & took treatments as "one jump as a time" as well.

Blue-Emu is also a proud sponsor of PBR veteran riders Mauney, Shane Proctor, LJ Jenkins, Colby Yates, Luke Snyder and Sean Willingham along with the PBR Sports Medicine Team & the "Wreck of Night" videos featured in the arena, as well as on the Blue-Emu and PBR's homepages. Blue-Emu is not only used by Professional Bull Riders but is a fan favorite for every day aches and pains. As the primary ingredient in Blue-Emu, emu oil efficiently penetrates the skin delivering soothing pain relief by reducing inflammation while providing natural moisturizers for the skin. Pick up a jar of Original Blue-Emu at mass, drug, club, supermarkets and other fine stores nationwide as well as www.blue-emu.com & use this odor free product for fast acting relief of minor arthritis, muscle and joint pain. It works fast & you won't stink. For more information on Blue-Emu, go to www.Blue-Emu.com or follow us at https://facebook.com/BlueEmu and http://twitter.com/BlueEmu1.