By Fatma Younis
The 2028 Los Angeles Olympic and Paralympic Games organizers unveiled the official slogan "Stars Align" on Wednesday, accompanied by a promotional video set to the Red Hot Chili Peppers' hit "Can't Stop." The campaign highlights Southern California landmarks such as the Hollywood Sign and Griffith Observatory.
Slogan emphasizes effort over luck
LA28 Chief Marketing Officer Alex Merchan said the motto redefines 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."
Community focus and Games timeline
The slogan aims to reach beyond the estimated 15,000 athletes, including the local workforce, volunteers, and small businesses through initiatives like the "Local Authentic" vendor program. The Olympic Games are scheduled to open on July 14, 2028, with the Paralympics following on August 15.
Campaign milestones ahead
The slogan rollout marks a milestone in a commercial and cultural campaign that will eventually include a domestic torch relay across all 50 states and the unveiling of the official mascot.
