“The most important thing in the Olympic Games is not winning but taking part; the essential thing in life is not conquering but fighting well.” – Pierre de Coubertin, founder of the modern Olympic Games
Just like Pierre de Coubertin, the founder of the modern Olympic Games, had envisioned, the London 2012 Olympic Games went well beyond sport and asked more of the world's athletes than just winning medals.
To contribute to London's Olympic Games and say, "Thank You," to the 2012 hosts, America’s athletes gave back by raising funds and support for disadvantaged UK children who are involved with Kids Company - a London-based organization that helps the most deprived and ‘at risk’ children across London by providing a safe and caring, family environment.
Sport - seen as a key component in the Kids Company curriculum - is used as an outlet for these children to positively channel their anger, aggression and emotion. While in the UK, several U.S. Olympians and hopefuls visited Kids Company projects and participated in various after school sport activities to provide inspiration for the children.
The U.S. Olympic Team also contributed special gifts and donations leading up to and during the London 2012 Games. Additionally, the USOC donated £10,400 to Kids Company on behalf of the U.S. Olympic Team, reflecting a £100 donation for each of Team USA's 104 medals won during the London Games.
The program was launched April 16 and ran through the London 2012 Games.