LAS CRUCES, N.M. (AP) - The New Mexico State Aggies donned pink socks and ribbons on their helmets Saturday, adding a dash of pastel to their traditional crimson and white duds, to promote breast cancer awareness and raise money for research programs in the state.

Coach Hal Mumme has said that when he pitched the idea to his players, they didn't hesitate.

For Mumme, wearing a pink polo shirt for a good cause was little sacrifice considering that his wife, June, endured a lumpectomy, a mastectomy and months of chemotherapy after a 1996 diagnosis.

``I was late stage one, early stage two,'' June Mumme said of her diagnosis more than a decade ago. ``I've seen women go through more aggressive treatment than me.''

June and Hal Mumme devised the plan to dress the Aggies in pink last spring after attending the school's ``Tough Enough to Wear Pink'' rodeo.

They officially launched their effort this summer. Since just before the season started, the Aggies have been encouraging their fans to find their favorite pink shirt, hat or ribbon to make their support clear as NMSU faces Arkansas-Pine Bluff.

``All the experts in marketing said we started too early,'' June Mumme said with a wide grin, adding that the campaign had raised about $230,000 just before the start of the game.

As fans filed into Memorial Stadium on Saturday afternoon, it was clear the Mummes' efforts were a success.

``Men wear pink, tough men wear pink,'' said a smiling 11-year-old Dante Aguirre, sporting a light pink ribbon on his youth football jersey.

Dante and his Dawgs teammates said they wanted to do their part to support the cause and they weren't afraid to show it.

Even Keystone, the Aggies' trademark horse that makes a lap around the field before each game, boasted a pink saddle blanket while his rider, NMSU rodeo team coach Jim Dewey Brown, carried a giant white flag emblazoned with a pink ribbon.

At a pregame gathering of Brown's team, the toughest of cowboys said they were proud to wear pink.

``Our grandmother died of cancer,'' said Travis Lilly, a 20-year-old NMSU sophomore and rodeo team roper.

``It helps a good cause,'' he said as he practiced roping with his younger brother.

Shawnna Brown, whose husband coaches the rodeo team and has led the ``Tough Enough'' rodeo for several years, said the event also gives the Aggies a chance to unite.

``I think it's the perfect opportunity ... for the entire community to come together,'' Brown said.

For June Mumme, the turnout and community support - the Las Cruces mayor declared a ``pink out'' in the southern New Mexico city for Saturday - proves that breast cancer has had a massive impact.

``It's going to get to where everybody knows somebody'' affected by breast cancer, Mumme said.

Asked about the girliness of the stadium Saturday, Mumme smiled.

``It shows a football team cares more about just a football game,'' she said.