LA28 Olympics leans into Hollywood heritage with ‘Stars Align’ slogan

The Los Angeles 2028 Olympics have embraced Hollywood's legacy by selecting "Stars Align" as their official slogan for the upcoming Summer Games. This choice pays homage to the city's celebrity-rich environment and echoes the 1984 Olympics slogan, "Stars in Motion," which itself was inspired by the American flag. LA28 president Casey Wasserman emphasized that Los Angeles is a hub where big ideas flourish, and the Games serve as a reminder of the extraordinary feats possible when the world unites.

Wasserman added that "Stars Align" serves as a call for everyone—athletes, volunteers, and fans—to be part of this monumental event. The announcement came amidst a significant marketing push, with the slogan introduced in a video set to the soundtrack of the California band, the Red Hot Chili Peppers. Alex Merchan, the chief marketing officer, explained that "Stars Align" embodies the spirit of Los Angeles: bold, optimistic, and just a touch cinematic.

Merchan also hinted that the slogan's impact will grow over the next two years as it is integrated into the stories, athletes, and communities that define the Games. The LA28 Olympics, entirely privately funded, will utilize existing venues like the Memorial Coliseum, SoFi Stadium, and Intuit Dome, along with temporary structures.

Despite this, the budget for this iteration of the Summer Games has surged from an initial estimate of $5.3 billion to $7.3 billion. The saga of Olympic slogans has seen some notable successes and misses. The London 2012 slogan "Inspire a Generation" aimed to inspire but did not align with the actual outcomes. Paris 2024 opted for "Games Wide Open," while Tokyo 2020's theme of "United by Emotion" was marred by the pandemic-induced absence of spectators.