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Born from the surplus funds of the well-managed 1984 Los Angeles Olympics, the Amateur Athletic Foundation of Los Angeles was in need to a new name, a new identity and a better understood mission. The word “amateur” had become an outdated term, and a name change would clear up confusion over their mission “to promote and expand youth sports opportunities in Southern California.” This was not an amateur athletics institution, rather it is well-funded and important sponsor of youth sports throughout the region. We renamed them the LA84 Foundation with a nod to its origins and wrapped the new identity in Olympic colors.