Organizers revealed “Stars Align” as the official slogan for the 2028 Summer Olympic and Paralympic Games on Oct. 28, 2026, pairing a 60-second campaign video featuring local landmarks with a nod to the 1984 L.A. Games, USA Today reported.
LA28 Unveils Stars Align Slogan for 2028 Olympic Games
With 625 days remaining before the opening ceremony, the organizing committee debuted its motto alongside a promotional film set to the Red Hot Chili Peppers track “Can’t Stop,” according to Reuters. The video highlights Southern California locations such as the Hollywood Sign and the Griffith Observatory.
The phrasing directly echoes the “Stars in Motion” emblem from the 1984 Los Angeles Olympics, which utilized three overlapping stars and 13 horizontal stripes. LA28 Chief Marketing Officer Alex Merchán explained in text messages provided to USA Today that the theme connects Hollywood’s identity with national symbols. The 50 stars will represent 50 states, all of which will be part of the Torch Relay for the first time in 2028.
Rio and Paris select host region mottos
Every organizing committee selects a distinct motto to reflect its host region. Rio used “A New World” in 2016, Tokyo used “United by Emotion” for the 2020 Olympics that were postponed to 2021 due to Covid, and Paris utilized “Games Wide Open” in 2024. These run alongside the traditional Olympic motto of “Faster, Higher, Stronger – Together” and the Paralympic motto of “Change Starts with Sport.”
Marketing Brew noted that launching campaign assets more than 600 days ahead of the event is an early push. Merchán defended the timeline by pointing to the recent conclusion of the World Cup, telling Marketing Brew that organizers needed to secure attention early as the next major global sporting event.
Community Engagement and Upcoming 2028 Milestones
Organizers emphasize that the slogan applies beyond the estimated 15,000 competing athletes. Merchán told Reuters that the motto targets the local workforce, volunteers, and small businesses participating through initiatives like the “Local Authentic” vendor program.
The campaign rollout serves as the initial phase of an escalating schedule leading up to 2028. Future announcements will include the official domestic torch relay route across all 50 states, additional ticket-oriented campaigns throughout 2027, volunteer calls to action, and the debut of the official LA28 mascot.
The Olympic Games are scheduled to open on July 14, 2028, with the Paralympic Games following on August 15.
Frequently Asked Questions About the LA28 Slogan
When did LA28 officially announce the “Stars Align” slogan?
Organizers announced “Stars Align” on Oct. 28, 2026, accompanied by a 60-second campaign film released on LA28’s website and socials, as well as the International Olympic Committee’s and International Paralympic Committee’s platforms.
What musical track features in the LA28 launch video?
The promotional film is set to the hit song “Can’t Stop” by the Los Angeles-born Red Hot Chili Peppers.
How many athletes are expected to compete in the 2028 Games?
LA28 will bring more than 15,000 of the world’s greatest athletes to Los Angeles.