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The #BeActive campaign: building fitness from Olympic Day to September 23

As part of the European Week of Sport, the #BeActive campaign launches every year on 23 June as part of the European Week of Sport – also known as Olympic Day. But what is Olympic Day?
Published 23 June 2020

iStock 2020

Olympic Day was inaugurated by the International Olympic Committee in 1948 as a moment for everyone to celebrate sport in all its forms. Since then, National Olympic Committees (NOCs), Olympians and sport enthusiasts across the world have held special events every 23 June to celebrate the role of sport in our lives, and to collaborate on developing sport as a tool tohelp communities foster social cohesion and tolerance.

“Olympic Day has developed into much more than a run or just a sport event,” said a representative from the European Olympic Committee (EOC), who have partnered with the initiative since its opening year.. “The Olympic Day values are excellence, friendship and respect. It is a celebration of sports, health, and being ‘the best’ you can be. NOCs are deploying sport, cultural and educational activities that include everybody – regardless of ability or background.”

Olympic Day therefore has a lot in common with the European Week of Sport, as they promote sport’s positive values of excellence, friendship and respect. The choice of 23 June to launch the #BeActive campaign is thus no coincidence.

Despite the current crisis, appetite for sport has not dropped. During this unprecedented time, Olympians have inspired millions with their energy and positivity as they share their daily workouts and tips for staying maintaining mental and physical health during the lockdown.

The 2020 Olympic Games that were due to be held in Tokyo this summer have been postponed due to the coronavirus pandemic. However, this year’s Olympic Day will go ahead – with a bit of a difference: it will be digital. One of the Olympic Day events is the world’s biggest ever 24-hour digital-first workout, including one involving France's five-time Olympic biathlon champion Martin Fourcade.

Ever since the European Week of Sport launched in 2015, it has partnered with the EOC and Olympians in a series of initiatives. Now that the #BeActive campaign has begun with a countdown towards the Week itself from 23 to 30 September, we will continue to bring the Olympic spirit into #BeActive events and keep the Olympic flame alive. And while our campaign is focused on a week in September, Olympic Day is still a day to #BeActive.

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