THE BIRTH OF A MOVEMENT

Memories of Honor founder Amy Cotta began running in combat boots in 2011 after her then 18-year-old son left for Marine Corps boot camp. After competing in endurance events wearing boots, Amy discovered it could be a way to honor our fallen military and show their families they are not alone. CLICK HERE TO READ MORE.

OUR MISSION | WHAT WE DO

EVERY DAY IS MEMORIAL DAY™

We create living memorials to honor those lost during or due to service so their memory will live on for generations. We strive to provide meaningful experiences for the bereaved and an opportunity for the community to pay their respects and learn from these stories of courage, service, and sacrifice.

HOW WE ARE DIFFERENT

While many organizations offer tangible resources—such as scholarships, housing, or financial aid—Memories of Honor offers something less visible but equally vital: remembrance.

We exist to ensure that the life, service, and sacrifice of every fallen hero is never forgotten.

A Gold Star father once told us:
“We die twice. The first is when we take our last breath. The second is when our name is spoken for the last time.”

At Memories of Honor, we exist to prevent that second death. We speak their names. We share their stories. We carry their legacy forward.

We serve surviving families by building bridges—between grief and healing, between memory and celebration. Through partnerships with brands, sports teams, musicians, cities, and organizations nationwide, we create opportunities for the public to learn about these heroes and engage with their families in meaningful ways.

Even in the absence of their loved ones, we help Gold Star families create new memories. We give them moments of connection, purpose, and community—reminding them that they are not alone, and their loved one’s story still matters.

WHO WE ARE

We are a national 501(c)(3) nonprofit based in Franklin, Tennessee. Our leadership and advisory teams are made up of veterans, military spouses, and Gold Star family members. We know the weight of the sacrifice—because we’ve lived it. And we carry it with pride, purpose, and deep reverence.

OUR NAME

Originally founded as Medals of Honor, the name honored athletes who gifted their finisher medals in memory of the fallen. Today, as Memories of Honor, we embody something even greater—creating lasting, living tributes that preserve legacies, promote healing, and build community.

PILLARS OF | PURPOSE

HONOR
We shine a light on the lives and legacies of our fallen heroes. Through physical tributes and public remembrance, we ensure their stories are never silenced—and their families are never alone.
HEAL
We offer healthy, active outlets for grief, depression, PTSD, and survivor’s remorse—creating purpose and hope in the wake of loss.
CONNECT
We build bridges between civilians, veterans, and surviving families—fostering unity through shared experiences and patriotic events.

OUR PHILOSOPHY

We believe every loss matters. Whether on the battlefield or in the aftermath of service, sacrifice doesn’t end with a uniform. We exist to recognize all who have died while wearing our nation’s cloth—no matter the cause, no matter the date—and to bring comfort to those they leave behind.

WE SERVE

Surviving Family Members
Military Veterans
Active-Duty Service Members

WE HONOR

All Military Branches
All Eras of Service
All Service-Connected Deaths, including:
- Killed in Action (KIA)
- Missing in Action (MIA)
- Training Accidents
- Self-Inflicted Loss
- Service-Related Medical Conditions
- Any Loss of Life While Serving

WE PARTNER WITH WITH

Colleges & Universities
Endurance Events & Sports Commissions
Cities, Communities & Military Bases
ROTC & JROTC Programs
Music Artists, Video Productions & Award Shows
Brands, Corporations & Event Producers
Other Military Nonprofits

OUR ETHOS

MISSION FIRST
- Our mission is our compass. It guides every action, every decision, and every heartbeat of our work. If it doesn’t serve the mission, we don’t do it.

DO NO HARM.
- Empathy is our foundation. We approach every family and every interaction with compassion, integrity, and the purest of intentions. We prioritize the emotional safety of those we serve—treating all people with dignity, respect, and inherent worth.

EVERYONE HAS A SEAT.
- We welcome all. Period. Regardless of background, beliefs, identity, or affiliation—there’s room for you here. Our mission is bigger than politics or personal opinions. It’s about humanity, healing, and honor.

UNITED WE STAND.
- Just as the military is made stronger by its branches working together, we believe no single organization can meet every need alone. That’s why we champion collaboration, lift up fellow nonprofits, and build alliances rooted in shared purpose.

NO STRINGS. NO BARRIERS.
- You don’t need to give, join, or sign up to be a part of what we do. Our mission is open to all—no paywalls, no pressure. Honor and remembrance should never come with a price tag.

WE BREAK THE MOLD
- We don’t do things “the way they’ve always been done.” We challenge norms, rewrite rules, and ask bold questions—like “Why not?”—then we go make it happen. Our mission is alive, evolving, and fueled by relentless creativity and grit.

WHAT WE CAN DO TOGETHER

Keep the stories of our fallen heroes alive through meaningful, physical tributes.
Show Gold Star families that they are never forgotten.
Provide a healthy path through grief and emotional struggle.
Unite communities through shared patriotism and purpose.

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BIRTH OF OUR MISSION

In 2011, Amy Cotta made a life-altering decision—she signed over her 17-year-old son to the United States Marine Corps. While he was away at boot camp, she found herself overwhelmed by anxiety, grief, and the aching absence only a military mom can truly understand. In a desperate search for connection and comfort, she laced up a pair of USMC combat boots—the same kind her son wore—and went for a run.

What started as a simple act of solidarity turned into something transformative. With no formal training, Amy went from her couch to running a 5K, and just one week later, she crossed the finish line of a half marathon—all in her boots. In the pain of each mile, she discovered a strange and sacred peace. The physical burden became a way to carry the emotional one. It became healing.

For years, Amy wore those boots at races and events across the country, raising funds and awareness for other military nonprofits. Along the way, she began carrying the names and faces of fallen service members on her back—including that of SGT Anthony Petterson. During a heartfelt conversation, Anthony’s mother shared that her son had always dreamed of completing an Ironman. He never got the chance. On August 4, 2011, at just 24 years old, Anthony was killed in action in Afghanistan during an enemy attack.

Amy made a promise that day—a promise to carry Anthony’s dream to the finish line.

On Gold Star Mother’s Day in September 2014, that promise came to life. At Ironman Chattanooga, during the 26.2-mile run, Amy wore her now-signature combat boots and a weighted military pack adorned with the photos of 21 fallen heroes. When she crossed the finish line, she removed her medal and mailed it—with a letter of love and remembrance—to Anthony’s mother.

Then she posed a simple question on Facebook:

"Would anyone be willing to donate their finisher’s medal to a Gold Star family?"

Within two hours, she had medals for every hero on her pack.

And just like that, Memories of Honor was born.

From that single act of remembrance, a movement began. In the first year alone—without a single dollar spent on advertising—Memories of Honor sent 150 remembrance medals to families of the fallen, each one gifted by a stranger who chose to remember.

And the mission has never stopped.