The stars are aligning as LA28 approaches.
Today, the Olympic and Paralympic Games in Los Angeles in 2028 revealed a new slogan, “Stars Align.” LA28 calls the slogan “both a rallying cry and an invitation for athletes to compete on sport’s biggest stage.”
“This is something we’ve been thinking about for a long time. We explored a lot of different directions, but we kept coming back to stars,” Alex Merchán, chief marketing officer, LA28 Olympic & Paralympic Games, told ADWEEK. “They’re a symbol of hope and inspiration, of awe and optimism, and that’s exactly what the Games represent.”
To help announce the slogan, LA28 is debuting a 60-second campaign film featuring the Red Hot Chili Peppers’ song “Can’t Stop.”
UNLOCK FULL ACCESS
Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve.
VIEW ALL SUBSCRIPTION OPTIONS
