LA 2028 Olympics Unveil Official Slogan ‘Stars Align’

Organisers of the Los Angeles 2028 Olympic and Paralympic Games have unveiled “Stars Align” as the official slogan for the sporting events, launching a global promotional campaign aimed at uniting athletes, volunteers and fans ahead of the Games.

The slogan was announced on Wednesday, October 28, 2026, alongside a 60-second promotional film highlighting Los Angeles landmarks, its entertainment culture and the spirit of international sport.

According to LA28 organisers, “Stars Align” represents the extraordinary moments that emerge when preparation meets opportunity, drawing on the dedication of athletes and the collective efforts of the people responsible for delivering the Games.

The campaign film features the music of Los Angeles rock band Red Hot Chili Peppers and showcases locations including the Hollywood Sign and Griffith Observatory, reflecting the city’s identity as a global centre of entertainment and culture.

LA28 Chief Marketing Officer Alex Merchán said the slogan was intended to go beyond the idea of sporting success being a matter of luck, emphasising the hard work, commitment and coordination required to achieve extraordinary results.

“‘Stars Align’ to us, is not based on luck. It’s grounded in effort and commitment,” Merchán told Reuters, explaining that the phrase captures the moment when preparation and opportunity come together.

Organisers said the slogan also serves as an invitation to local communities, businesses, volunteers and supporters around the world to participate in the Games, rather than focusing exclusively on the athletes competing for medals.

LA28 Chairperson and President Casey Wasserman described the slogan as a call to action for athletes to compete at the highest level, volunteers to support the event and fans to celebrate their favourite competitors.

The choice also draws inspiration from Los Angeles’ Olympic history. The city previously hosted the Summer Olympics in 1932 and 1984, with the new slogan recalling the stars associated with the 1984 Games, the 50 stars on the United States flag and Hollywood’s longstanding association with stardom.

The 2028 Games will mark Los Angeles’ third time hosting the Olympics, making it the third city to achieve that milestone. The city will also host the Paralympic Games for the first time.

The Olympic Games are scheduled to run from July 14 to July 30, 2028, while the Paralympic Games will take place from August 15 to August 27.

The slogan joins a long tradition of host-city campaigns designed to give each edition of the Games a distinct identity. Previous examples include Tokyo 2020’s “United by Emotion” and Paris 2024’s “Games Wide Open”.

Organisers are expected to use “Stars Align” as the foundation for promotional activities in the run-up to 2028, as Los Angeles prepares to welcome competitors and spectators from around the world.

The unveiling marks another step in preparations for what organisers hope will be a landmark celebration of sport, culture and international unity.