Los Angeles has unveiled “Stars Align” as the official slogan of the 2028 Olympic and Paralympic Games. The announcement on 28 October gives the event a shared campaign identity as preparations continue.
The campaign launched with a one-minute film featuring the Red Hot Chili Peppers’ “Can’t Stop”. The slogan belongs to this edition of the Games; it does not replace the Olympic or Paralympic movements’ mottos.
The Olympic opening is scheduled for 14 July 2028, followed by the Paralympic opening on 15 August. Los Angeles will host the Olympics for a third time and the Paralympics for the first time.
A slogan offers a way to connect elite sport with the host city’s wider identity. Its success, however, cannot be judged from a promotional film alone. Athletes, volunteers, residents and visiting spectators experience an event through the practical arrangements around it.
Accessible venues, clear information and journeys between events will shape that experience. The Paralympic programme also gives the host an opportunity to make accessibility visible throughout the event rather than treat it as a separate message.
The campaign is a new step in presenting LA28 to a global audience. It is not a competition result or a guarantee about the eventual spectator experience. The sporting stories will be written by the athletes; the organisers must make the stage work.
