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>> welcome back to cbs news new on this friday morning. it's 551 right now. let's you back. you back over to john elliott. he is live in chelsea market shopping thirning. >> i got to tell you this shoes for a cure is amazing. doors open at 11:00. and it'a great way to save a lot of money which i lovet we're raising money for breast cancer, talking to a doctor. lisa newman there you go. it's ea what's the percentage of women that have breast cancer. >> in the united states? 13% american women will develop breast cancer in their lifetime. >> okay. you're a researcher, so you're in the lab ahe time. how important, how vital are research dollars. >> research dollars are incredibly important. we are making improvements. death rates from breast ca are declining, but the incidence rates are rising. and we're eing disproportionately rising rates in young women. we also see higher death rates in african american women. so we need more research to understand why these trends are occurring. and eradicate breast cancer dispari. >> so, you know, the great thing about shoes for a cure into research, right to dr. . that's what dr. lisa probably sho't say. dr. lisa you were saying though i said lifestyle changes. so by all these beautiful beautiful colorful exercise shoes you're saying you know exercise can help. it can be a lifestyle thing you can do to kind of cut it off at the pass. >> yes. buying great shoes from shoes for a cure, supporting the research funding is important in protecting yourself from breast cancer. when you wear high quality, well-fitting shoes, you're more active, you exercise more. and those lifestyles that lower the risk of breast cancer. >> i'm also fascinated by what she was talking about. targeted cures. this targeted medicine that's across the board, and that's helping the fight too, right? >> that is, taking care of breast cancer is not a one size fits all proach. this disease has many different subtypes. andwe need to use all of our genetic immuno oncology tools, precision medicine tools to combat each subtype appropriately. >> hey, you know what it's like shoes one size does not all. see what i did there? by the way, tony, you look dynamite in these. tony. come on. and there. >> that is my style. how'd you know? by the way, you two look