The 2028 Los Angeles Olympics and Paralympics already have their visual identity and on Wednesday organizers unveiled the official slogan of the Games as “Stars Align” debuts as a “rallying cry and an invitation” for athletes to compete on the biggest stage in less than two years.
To help introduce the slogan, a 60-second campaign film ties the theme into a shorter teaser for the next edition of the Games and comes alive with the Red Hot Chili Peppers’ iconic hit “Can’t Stop” as its musical soundtrack that LA28 calls an “unmistakable spirit of LA.”
Throughout the film, many of the iconic sights and landmarks of the city are displayed alongside a glimpse of some of the athletes who will take center stage at the Games in less than two years.
“Los Angeles is the place where dreams take flight, and the Olympics show us what’s possible when the world unites, “LA28 chairman 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.”
For the 2028 Games, a slogan was set to arrive well ahead of opening ceremonies and organizers sought to use the spirit of the taglines from the past few editions, with Rio 2016 choosing “A New World,” Tokyo 2020 using “United by Emotion” and Paris 2024’s “Games Wide Open” serving as inspiration for “Stars Align.”
The Olympic motto is “Faster, Higher, Stronger – Together,” while the Paralympic slogan of “Change Starts with Sport” reflects the overall notion of uniting all parts of the globe through competition and with Los Angeles getting its turn on the biggest stage, the message needed to be clear, vibrant and represent the soul of the city.
“The greatest moments in sport don’t just happen,” LA28 chief marketing officer Alex Merchán said. “Athletes work their whole lives for them. 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.”
And while “Stars Align,” the short film and the energy of “Can’t Stop” are just a glimpse of what organizers plan for what the be the largest Olympics and Paralympics ever, the presence that the city will hold in 2028 is unmistakable in the clip, with the Hollywood Sign and Griffith Observatory showing legacy mainstays of the area that will be the ultimate backdrop as the games open, when the first medals reach the podiums and in a closing ceremony built for the bright lights where the top athletes in the world will thrive.
The video is available now on LA28’s website and social media channels, along with International Olympic Committee and International Paralympic Committee platforms.
