To stage the largest Olympics in history, LA28 is looking toward the cosmos for inspiration.
The committee in charge of bringing the Games back to L.A. for the first time in 44 years announced its slogan for the 2028 Olympic and Paralympic Games on Wednesday, hoping to rally athletes, volunteers and fans behind a simple call: “Stars align.”
“‘Stars align’ is when preparation meets opportunity,” LA28 chief marketing officer Alex Merchán said. “So together that creates something extraordinary, and that’s what we seek to do here.”
The slogan that will set the stage for the next 21 months developed organically within the organizing committee over several years, Merchán said. Only during the past 12 or 13 months did the team really start imagining ways to bring the phrase to life.
“Stars align” is a nod to the “stars in motion” emblem for the 1984 Olympics. It takes inspiration from the 50 stars on the U.S. flag. It speaks to L.A.’s Hollywood reputation.
But it also captures how the largest sporting event in history came to L.A. By the time the Olympics open on July 14, 2028, it will have been 11 years since the city won the original bid. More than a decade of planning and a lifetime of training for competitors align during the once-in-a-generation sporting event.
“Athletes commit so much and dedicate so much and sacrifice so much to get [to the Games] that we ground the idea in that effort, in that alignment,” Merchán said. “Alignment is teamwork, coordination, hard work and commitment.”
Along with the International Olympic Committee’s official motto of “Faster, Higher, Stronger — Together,” each organizing committee uses a slogan to share its vision for the Games. The 1984 Games in L.A. pioneered the marketing tactic with “Play a Part in History.” Those Games then turned into the most financially successful in history, relying largely on private sponsorship to produce a $235 million profit that has sponsored youth sports in L.A. for decades. Now official slogans are as ubiquitous as the Olympic rings when walking around the Games.
LA28 looked at translations of the slogan in the next 14 most-popular languages within the Olympic and Paralympic movement, finding equivalent messages. Some were exact translations. Others needed a different collection of words. The message always stayed the same.
“The simple idea of stars and constellations have, in recorded history, been a part of every group around the world,” Merchán said. “Every country, every tribe if you will, have looked upon stars as something filled with optimism.”
The Games return to L.A. at a high point. The popular Paris Games, which used the motto “Games wide open” to set the tone for a resurgent post-pandemic movement, reinvigorated the Olympics with international broadcast records and 12 million tickets sold across the Olympics and Paralympics.
LA28 is on pace to exceed some of those marks. With more than 6 million Olympic tickets already sold, the private organizing committee will open first-come, first-served Olympic ticket sales next year. Tickets for the first Paralympics in L.A. will go on sale in 2027. The Olympic torch relay will begin in spring 2028, uniting all 50 states en route to the opening ceremony. Wednesday’s slogan is only the starting point of LA28’s constellation of events, Merchán said.
“If we get this right,” Merchán said, “we like to think that we can bring the world together and connect people under this banner.”