The Los Angeles 2028 Olympic and Paralympic Games have officially introduced “Stars Align” as their slogan, setting the tone for one of the world’s most anticipated sporting events. LA28 announced the slogan alongside a 60-second campaign film that captures the energy of Los Angeles and the collective effort behind the Games. The message reflects the idea that extraordinary achievements emerge when years of preparation meet the right opportunity.
OLYMPICS
Los Angeles will host its third Olympic Games in 2028, following previous editions in 1932 and 1984. The city will also welcome the Paralympic Games for the first time. The Olympics will begin on July 14, 2028, followed by the Paralympics on August 15, 2028.
The slogan recognises the athletes, coaches, organisers, partners, small businesses and volunteers whose efforts contribute to the Games. LA28 presents “Stars Align” as an invitation for people around the world to participate, whether through competition, volunteering or supporting athletes from the stands.
Each Olympic and Paralympic Organizing Committee selects a slogan that reflects the identity of its host city and the wider message of the event. Previous editions introduced memorable phrases, including “A New World” for Rio 2016, “United by Emotion” for Tokyo 2020 and “Games Wide Open” for Paris 2024.
“Stars Align” continues this tradition, drawing on Los Angeles’ reputation as a global centre for sports and entertainment. The slogan communicates the significance of bringing people together through sport and recognises the preparation that precedes major athletic achievements.
Casey Wasserman, Chairperson and President of LA28, described Los Angeles as a place where dreams become possible and emphasised the opportunity for athletes, volunteers and spectators to participate in the Games. “Los Angeles is the place where dreams take flight, and the Olympics show us what’s possible when the world unites,” Wasserman said. He also described the slogan as a call to action, encouraging individuals to contribute to the 2028 Games through their respective roles.
To introduce the slogan, LA28 released a 60-second campaign film featuring “Can’t Stop” by Los Angeles band Red Hot Chili Peppers. The video combines memorable Olympic and Paralympic moments with imagery of the host city, connecting athletic achievement with Los Angeles’ cultural identity.
The film features recognisable locations, including the Hollywood Sign and Griffith Observatory, alongside golden-hour sunsets and scenes representing the city’s diverse communities.
LA28 Chief Marketing Officer Alex Merchán explained that the campaign focuses on the years of effort behind exceptional sporting moments. “The greatest moments in sport don’t just happen. Athletes work their whole lives for them,” Merchán said. He described the campaign film as an introduction to the larger message that LA28 will develop ahead of the Games.
