Los Angeles, California Unveils 'Stars Align' as the LA28 Olympic and Paralympic Slogan

Los Angeles, California has the words it will carry into its home Olympics. LA28, the organizing committee for the 2028 Olympic and Paralympic Games, unveiled "Stars Align" as its official slogan on Wednesday, launching the phrase with a 60 second film set to "Can't Stop" by the Red Hot Chili Peppers, a band formed in Los Angeles. The film shows Southern California landmarks including the Hollywood Sign and Griffith Observatory. USA Today noted the announcement came with 625 days to go until the 2028 Summer Olympics.

A slogan built on stars

Alex Merchan, the LA28 chief marketing officer, told Reuters the slogan is not about luck. "'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."

The star theme reaches back to the city's last Games. The emblem of the 1984 Los Angeles Olympics was called "Stars in Motion" and featured three overlapping stars in red, white and blue. Merchan told USA Today that stars have always represented hope, possibility and the belief that something extraordinary can happen. He said the stars also stand for the 50 states, because the 2028 Olympic torch relay will travel through all 50 states for the first time, and for the athletes, fans and communities who will take part in the Games.

The road to 2028

Los Angeles will host the Olympics for the third time, after 1932 and 1984, and will host the Paralympic Games for the first time. NBC Sports reported the LA Games will be the largest ever, with a record 353 medal events, and Reuters put the expected field at an estimated 15,000 competing athletes. The Olympic Games open on July 14, 2028, and the Paralympic Games follow on August 15, 2028.

The torch relay will start in Atlanta, the last United States host of a Summer Games, and run through all 50 states in the 100 days before the opening ceremony. Merchan said the list of relay stops, the torch design, the medals and the mascot are still to be announced. Reuters reported the slogan will also be tied to local workers, volunteers and small businesses taking part through programs such as the LA28 "Local Authentic" vendor program.

A host city tradition

Host cities have carried official slogans since the practice became standard at the 2006 Torino Games, which used "Passion Lives Here." Paris 2024 used "Games Wide Open," and Milan Cortina 2026 used "IT's Your Vibe." Los Angeles used "Play a Part in History" in 1984, and its bid for the 2028 Games ran under the motto "Follow the Sun."

Merchan said "Stars Align" will be the foundation for LA28 storytelling over the next two years. "This is just the spark, our first coming out of the gate," he told Reuters. "We have much more to come."