The 2028 Los Angeles Olympic and Paralympic Games’ official slogan has been unveiled with a little help from the Red Hot Chili Peppers.
Organizers of the Games have unveiled "Stars Align" as their motto, presenting it as a meeting of lifelong athletic preparation and the spotlight of the entertainment capital. The campaign made its debut on Wednesday.
A 60-second promotional video showecased the launch, set to the Red Hot Chili Peppers' hit Can't Stop. Southern California landmarks, among them the Hollywood Sign and Griffith Observatory, feature in the film.
The slogan naturally suggests Hollywood glamour and celestial imagery. But LA28 Chief Marketing Officer Alex Merchan said the organizing committee wanted the message to redefine modern perceptions of destiny.
"'Stars Align' to us, is not based on luck. It's grounded in effort and commitment," Merchan said. "'Stars Align' is when preparation meets opportunity, we create something extraordinary."
Host city mottos are a tradition of the Games, and LA28 aims with its own to capture both the global sporting stage and local identity.
Tokyo 2020's "United by Emotion" and Paris 2024's "Games Wide Open" are among the earlier examples.
Merchan said that the slogan reaches beyond the estimated 15,000 athletes who will compete. It is also intended to include the local workforce, volunteers and small businesses taking part through initiatives such as LA28's "Local Authentic" vendor program.
"Yes, we will celebrate those athletes, but we can't lose sight that these Games will be delivered by all the stars that take part in bringing them about," Merchan said, adding that the campaign serves as an invitation for the community to engage early.
The Olympic Games are scheduled to open on July 14, 2028, while the Paralympics follow, opening on August 15.
The slogan rollout marks a milestone in a commercial and cultural campaign that is escalating heading into 2028. That campaign will eventually include the domestic torch relay route across all 50 states and the unveiling of the official mascot.
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