A collection of leading U.S. executives in sports, media, fashion, music, and entertainment has been assembled to form a committee to re-brand the sport of wrestling for the new Olympiad. In early-January, then-President of FILA (the international governing body of wrestling), Mr. Raphaël Martinetti, contacted former college wrestler, and current sports production executive Mario Mercado and requested such a committee be formed to develop unique and unbiased recommendations for effective strategies and tactics for FILA and the sport of wrestling to be attractive to its athletes, live event and television spectators, broadcasters, corporate sponsors, and the International Olympic Committee. Anne Pellaud, head of FILA’s Sport Department, laid out a framework of the issues to be researched and analyzed by the group. Reaching out to his network of friends and colleagues, Mr. Mercado, who is also a board member of the United Nations Young Professionals Association, formed the committee for Scientific and Technical Research InitiatIVE (STRIVE), all of whom are donating their time and professional expertise.