Los Angeles 2028 has unveiled ‘Stars Align’ as the official slogan for the Olympic and Paralympic Games, with organisers using the phrase to capture the meeting of sporting ambition, years of preparation and the global excitement surrounding the multi-sport event.
The slogan was announced on Wednesday, October 28, 2026, introducing a campaign designed to connect the achievements of athletes with the collective efforts of volunteers, partners, businesses and communities preparing to welcome the world to Los Angeles.
The organisers say the message reflects the idea that extraordinary moments emerge when hard work meets opportunity, while drawing inspiration from the Californian city’s reputation for creativity, entertainment and ambitious ideas.
LA28 Chairman Casey Wasserman believes the slogan offers an invitation to everyone who will contribute to the Games, from competitors preparing for the biggest stage of their careers to spectators who will follow the action. “Los Angeles has always been a place where big ideas take shape, and the Games remind us what’s possible when the world comes together,” Wasserman stated.
He added that the campaign was intended to bring people together around the event, regardless of their role in its delivery or experience.
“‘Stars Align’ is a call to be part of that, whether you’re an athlete who has trained for years, a volunteer welcoming the world, or a fan cheering from the stands. We can’t wait to share this moment with everyone in 2028.”
Casey Wasserman, LA28 Chairman
What Does ‘Stars Align’ Mean?
The slogan centres on the convergence of preparation and opportunity, presenting the Olympic and Paralympic Games as the culmination of years of commitment by athletes and coaches, alongside the work of the wider sporting community.
For competitors, the phrase reflects the prospect of translating years of training into performances on the international stage. For those working behind the scenes, it recognises the contribution of volunteers, commercial partners and local communities to delivering an event of global significance.
The campaign also draws on Los Angeles’ identity as an international centre for entertainment and creative expression, connecting the city’s cultural influence with its longstanding place in Olympic history.
The organisers have framed the message around the meeting of sporting excellence and the city’s aspirations, expressed in the campaign line: “In 2028, when the triumph of sport meets the city of dreams, Stars Align.”
The launch establishes a unifying theme for the Games as preparations continue towards 2028, with the slogan intended to feature in stories and campaigns highlighting the people and communities involved.
A New Campaign Connects LA28 to Olympic History
The slogan was introduced through a 60-second promotional film combining scenes of Los Angeles and its Olympic venues with memorable moments from previous Olympic and Paralympic competitions.
The production is set to ‘Can’t Stop’ by the Red Hot Chili Peppers, the American rock band closely associated with Los Angeles. Its use reinforces the connection between the city’s cultural identity and the sporting spectacle expected in 2028.
Rather than focusing solely on the future host city, the film draws on the history of the Games to place LA28 within a wider tradition of sporting achievement. The approach links previous generations of competitors with the athletes who will pursue their ambitions in Los Angeles.
LA28 Chief Marketing Officer Alex Merchán said the campaign was developed to reflect the city’s distinctive character and provide a foundation for further storytelling in the run-up to the event. “We wanted ‘Stars Align’ to feel like Los Angeles: bold, optimistic and a little cinematic,” said Merchán.
He indicated that the initial film was only the starting point for a broader campaign that would develop as the Games approached. “Over the next two years, the slogan will come to life through the athletes, communities and stories that make these Games what they are,” he added.
Los Angeles Prepares for Historic Third Olympics
The unveiling comes as Los Angeles prepares to host the Olympic Games for the third time, having previously staged the event in 1932 and 1984. The 2028 edition will make the Californian city the third to host the Summer Olympics on three occasions.
It will also mark the city’s first time hosting the Paralympic Games since the competition began in 1960, adding another significant chapter to its sporting history.
The Olympic Games are scheduled to run from July 14 to 30, 2028, before the Paralympic Games take place from August 15 to 27.
The LA28 slogan follows a tradition in which each Olympic and Paralympic organising committee develops a campaign identity reflecting its host city’s character and the aspirations of the event.
Previous Olympic slogans have included ‘A New World’ for Rio 2016, ‘United by Emotion’ for Tokyo 2020 and ‘Games Wide Open’ for Paris 2024.
‘Stars Align’ will sit alongside the established Olympic motto, ‘Faster, Higher, Stronger – Together’, and the Paralympic motto, ‘Change Starts with Sport’, providing LA28 with its own identity as preparations intensify.
With the Games less than two years away, organisers will seek to turn the slogan into a recognisable message connecting athletes, supporters and host communities ahead of the global sporting celebration.
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