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Jill Martin Launches ‘The Warrior Effect’ On TODAY Show During Breast Cancer Awareness Month
TODAY show contributor and breast cancer survivor and thriver Jill Martin kicked off Breast Cancer Awareness Month on Oct. 1 in a big way. The special “Pink Power Hour” event on NBC drew hundreds to Rockefeller Plaza, reached millions of viewers, and featured a live performance by Sheryl Crow — also a breast cancer survivor and thriver.
The event also marked the launch of Martin’s The Warrior Shop initiative to raise awareness, empowerment, and funds for breast cancer research. The new warrior clothing line includes hoodies, loungers and bags. As Martin states on her website, jillmartin.com:
The Warrior Effect by Jill Martin is my way of turning pain into purpose after my own breast cancer journey. It’s about early detection, empowerment and finding strength in community through stories, events and pieces you can wear as a quiet badge of honor. I hope to remind us all that warriors walk among us every day.” — Jill Martin
Throughout October 2025, a portion of proceeds from every item sold — including Warrior Hoodies, Loungers, jewelry, beanies and select officially licensed NBC and WNBA pink logo products — will benefit the Breast Cancer Research Foundation (BCRF). Prices start at $39 at jillmartin.com. Merchandise is also available on Fanatics, in select Rally House Tanger stores, and at Lids.
The Emmy-winning journalist and Southampton resident has openly shared her breast cancer journey since being diagnosed with Stage 2 breast cancer two years ago, after a genetic test revealed she carried the BRCA2 gene.
Martin spoke with TODAY co-anchor Savannah Guthrie, alongside one of her doctors, Dr. Elisa Port, about the importance of genetic testing.
“I had a clean mammogram and sonogram but, as you [Dr. Port] always say, no test is perfect,” Martin said. “Had I not gotten this gene test — a spit test that takes less than 30 seconds — I wouldn’t be sitting here today. The cancer was on the move.”
After a double mastectomy, chemotherapy, radiation, reconstruction and several other surgeries, Martin has made it her mission to educate and empower others.
“I’m ringing the bell right now,” she said. “Get genetically tested, do whatever you can, take knowledge into your own hands.”
Dr. Port, director of the Dubin Breast Center at Mount Sinai, added: “Anyone with a family history of breast or ovarian cancer, particularly in a relative at a young age, should consider genetic testing.”
For Martin, the message is clear: “Together, let’s turn pain into purpose — and remind the world that warriors walk among us.”
For more information, visit today.com, jillmartin.com or give.bcrf.org.
