Organizers of the 2028 Los Angeles Olympics and Paralympics on Oct. 28 unveiled the official motto "Stars Align," defining it as the meeting of lifelong athletic training and the spotlight of the entertainment capital.
The campaign debuted the same day with a 60-second promotional video, set to the Red Hot Chili Peppers' hit "Can't Stop," featuring Southern California landmarks including the Hollywood Sign and Griffith Observatory.
LA28 Chief Marketing Officer Merchan said, "Stars Align' to us, is not based on luck. It's grounded in effort and commitment." He stressed that the motto applies not only to the roughly 15,000 competing athletes but also to the local workforce, volunteers, and small and medium-sized businesses involved in preparations.
The 2028 Los Angeles Olympics are scheduled to open on July 14, with the Paralympics opening on Aug. 15.
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