LOS ANGELES — The stars will align in Los Angeles in 2028, at least according to the official slogan unveiled Wednesday for the upcoming Olympic and Paralympic Games.
LA28 announced “Stars Align” as the official slogan for the 2028 Games, launching a worldwide marketing campaign that celebrates the intersection of athletic excellence, Hollywood glamour and the unique culture of Southern California.
The slogan was introduced through a 60-second promotional film featuring the Red Hot Chili Peppers' hit song “Can’t Stop,” combining memorable Olympic and Paralympic moments with some of Los Angeles' most recognizable landmarks, including the Hollywood Sign and Griffith Observatory.
The campaign represents another milestone in the countdown to the 2028 Summer Olympics, which begin July 14, 2028, followed by the Paralympic Games on Aug. 15.
“Los Angeles is the place where dreams take flight, and the Olympics show us what’s possible when the world unites,” LA28 Chairperson and President Casey Wasserman said. “‘Stars Align’ is a call to action, whether you’re an athlete at the peak of your skill, a volunteer welcoming the world to these Games, or a fan cheering passionately from the stands. We can’t wait for the stars to align in 2028 so we can share this moment with everyone.”
The slogan draws inspiration from Los Angeles' identity as the entertainment capital of the world, where stars are celebrated on movie screens, concert stages and athletic fields. Organizers hope the message will resonate with athletes, volunteers, spectators and communities throughout Southern California as the region prepares to welcome the world.
Los Angeles will become just the third city to host the Summer Olympics three times, joining London and Paris. The city previously hosted the Games in 1932 and 1984, but 2028 will mark the first time Los Angeles hosts the Paralympic Games.
More than 15,000 Olympic and Paralympic athletes are expected to participate in the Games, which will feature competitions across Southern California and beyond, including events in Oklahoma City.
The slogan also continues a tradition of Olympic host cities developing their own messages to define their Games. Rio de Janeiro used “A New World” in 2016, Tokyo adopted “United by Emotion” for the 2020 Games held in 2021, and Paris celebrated “Games Wide Open” in 2024.
Unlike the permanent Olympic motto, “Faster, Higher, Stronger – Together,” and the Paralympic motto, “Change Starts with Sport,” each host city's slogan is intended to reflect the personality and aspirations of its Games.
For Los Angeles, organizers believe “Stars Align” captures the convergence of years of preparation by athletes and organizers with a moment that comes around only once in a generation.
“The greatest moments in sport don't just happen. Athletes work their whole lives for them,” LA28 Chief Marketing Officer Alex Merchán said. “In 2028, hard work meets the city of dreams. That's what ‘Stars Align’ is about. This film is just the spark for what's to come.”
The promotional film highlights the city's golden-hour sunsets, diverse neighborhoods and cultural landmarks while incorporating images of Olympic and Paralympic competition. Its soundtrack provides a distinctly Southern California connection through the Red Hot Chili Peppers, the Los Angeles-based rock band whose music has become synonymous with the region.
The campaign is designed to extend beyond athletes competing for medals, inviting volunteers, small businesses, corporate partners and fans to become part of the Games.
The 2028 Olympics are also expected to establish several milestones. LA28 is planning what organizers describe as the most gender-balanced Games in Olympic history, with at least as many women's teams as men's teams in every Olympic team sport.
The Games will also introduce new sports and mark the first Olympics since 1948 to be staged without building new permanent infrastructure, relying instead on existing and temporary venues.
That approach will see competitions staged at some of Southern California's most recognizable sports and entertainment facilities, bringing Olympic competition to a region already home to numerous professional sports franchises, major college athletic programs and international entertainment attractions.
The “Stars Align” promotional film is available on LA28's official website and social media platforms, as well as through the International Olympic Committee and International Paralympic Committee.
With fewer than two years remaining until the opening ceremony, LA28 is moving further into the public-facing phase of preparations, with ticketing, volunteer recruitment and marketing campaigns designed to build excitement throughout Southern California and around the world.
For a city built on dreams of becoming a star, organizers are betting that the world's greatest athletes will provide the biggest stage of all in 2028.