LA28 Olympics leans into Hollywood heritage with ‘Stars Align’ slogan
Los Angeles 2028 Olympics organisers have leant into Hollywood heritage by announcing “Stars Align” as the official slogan for the next Summer Games.
The tagline is a nod to both the city’s status as a celebrity hotbed and the slogan for the LA 1984 Olympics, “Stars in Motion”, which itself drew on the US flag.
“Los Angeles has always been a place where big ideas take shape, and the Games remind us what’s possible when the world comes together,” said LA28 president Casey Wasserman.
“‘Stars Align’ is a call to be part of that, whether you’re an athlete who has trained for years, a volunteer welcoming the world, or a fan cheering from the stands. We can’t wait to share this moment with everyone in 2028.”
LA28 chiefs marked 21 months to go with a marketing blitz, launching the Games slogan in a video soundtracked by California band the Red Hot Chilli Peppers.
“We wanted ‘Stars Align’ to feel like Los Angeles: bold, optimistic and a little cinematic,” said chief marketing officer Alex Merchan.
“This film is just the beginning. Over the next two years, the slogan will come to life through the athletes, communities and stories that make these Games what they are.”
How Olympic slogans have aged
The LA28 Olympics are entirely privately funded and will use only existing facilities, such as the Memorial Coliseum, SoFi Stadium and Intuit Dome, and temporary structures.
Despite that, the budget for the third Summer Games to be held in Los Angeles has rocketed from an initial projection of $5.3bn to $7.3bn.
The slogan for the London 2012 Olympic and Paralympic Games, “Inspire a Generation”, proved successful in creating a narrative even if medal tables and activity levels have not borne out that prophecy.
Paris 2024 Olympics organisers plumped for “Games Wide Open”, while Tokyo 2020’s ambition to be “United by Emotion” was scuppered by fans being largely absent from the delayed competition due to Covid-19 restrictions.