27 March 2020

American tennis star Madison Keys launches 'Kindness in Crisis' relief initiative to help

American tennis player Madison Keys has launched a new charitable initiative 'Kindness in Crisis' in order to help those affected by the coronavirus pandemic.

The 25 year-old introduced the initiative as part of her Kindness Wins campaign which is a charitable effort established to bring together athletes in order to provide a 'collaborative engine for kindness' and support girls in a positive manner in the game.

Through the Kindness Wins campaign, Keys has pledged to donate $100 VISA gift cards to 20 individuals or families who are struggling as a direct result of the crisis.

The public are encouraged to get in touch regarding themselves or by nominating someone they know and describe their situation and how the gift cards would help.

The tennis star said: “At a time when many of us are experiencing fear and isolation, I wanted to step up and offer my help, even if it was just a small gesture."

WTA Charities have pledged to match the donation with 20 gift cards of their own, bringing the total up to 40.

Kindness Wins is a two-fold campaign and has also launched an online auction in which professional athletes can get involved and help raise funds.

The auction allows athletes from across all sports to auction signed memorabilia with all the funds going towards the relief effort.

So far, Keys has registered some of her own tennis attire and has been joined by skiing royalty Mikaela Shiffrin, who has pledged a range of attire, with a personalised hat already sitting at a bid of US$1,105 with ten days still remaining.

U.S Nordic skier and Olympic medallist Jessie Diggins has also added a number of race bibs, clothing and a signed autobiography to the mix.

Jessie Diggins is offering signed autobiographies as well as signed memorabilia (Instagram: @jessiediggins)

“With the coronavirus causing so much fear, anxiety, social distancing and isolation, it’s more important now than ever that we reach out to each other to provide meaningful connection and support,” said Keys.

Those wishing to support the effort can use the following link:


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