Los Angeles 2028 unveils official slogan 'Stars Align' with 20 months to go

Organizers of the 2028 Los Angeles Olympic and Paralympic Games unveiled 'Stars Align' as their official slogan on October 28, the latest milestone with about 20 months to go before the Olympics open.

A love letter to Los Angeles

The slogan debuted with a 60-second promotional video that LA28 chief marketing officer Alex Merchan described as a 'love letter to Los Angeles,' featuring shots from the Hollywood Sign to its sunsets alongside Olympic and Paralympic moments and athletes, set to Los Angeles band Red Hot Chili Peppers' 'Can't Stop.'

Preparation, not luck

Merchan told Reuters the slogan is not about luck: ''Stars Align' to us is not based on luck. It's grounded in effort and commitment. When preparation meets opportunity, we create something extraordinary.' He said it also nods to Los Angeles as the city of dreams and the Walk of Fame, and to the stars-in-motion emblem of the 1984 Games.

Beyond the athletes

LA28 will use the slogan in messaging around big moments leading into the Games, including ticketing, the mascot reveal and the torch relay. Merchan stressed that while an estimated 15,000 athletes will compete, the slogan also speaks to the volunteers, local workforce and small businesses delivering the Games, including through LA28's 'Local Authentic' vendor program.

The schedule

The Olympic Games are scheduled to open on July 14, 2028, followed by the Paralympics on August 15. Host-city slogans traditionally aim to capture local identity: Tokyo 2020 used 'United by Emotion' and Paris 2024 used 'Games Wide Open.' Source: Reuters, October 28, 2026.