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LA28 launches "Stars Align": Olympic campaign links social, cities and local brands

LA28 presents the "Stars Align" campaign on 28 October. Social distribution, local licensed products and a nationwide torch relay show how the Olympics are being built as a long-term brand platform 2028.

From Social Rocket editorial team

This text was created with AI assistance and reviewed editorially before publication. All sources are linked below.

Official LA28 campaign visual Stars Align in front of the Los Angeles skyline
LA28 Organizing Committee

The Organising Committee of the Olympic and Paralympic Games Los Angeles 2028 unveiled the slogan "Stars Align" and a 60-second campaign film on 28 October 2026. The clip combines the city's landmarks with sport and music by the Red Hot Chili Peppers. For brands and social teams, the message is especially relevant because LA28 is already building several routes to activate it through content, local products and events up to 2028.

One film is the starting point, not the entire campaign

According to the official announcement from LA28, the film will be distributed through its own channels as well as channels of the Olympic and Paralympic movement. The musical motif is "Can't Stop" by the Red Hot Chili Peppers. The phrase "Stars Align" is meant to symbolise not only famous faces or Hollywood, but also the coming together of athletes, volunteers and the host city.

This creates a shared creative framework that is intended to work for short social videos as well as official events. How many people the new campaign actually reaches, or how it changes attitudes towards the event, LA28 has not yet demonstrated. Publishing content is not a reach or impact study.

Local business and torch relay as the second and third layers

The actual marketing strategy becomes clearer when you set two already announced measures alongside it. On 20 October, LA28 opened the licensing programme "Made for Two Eight". It is intended to allow companies from Los Angeles County to develop official products. The application phase begins on 30 October 2026; the selected licences are to be awarded only later. This is a planned sales channel, not an already achieved merchandising result.

In addition, the Olympic torch relay 2028 is set to reach all 50 US states . Coca-Cola, JPMorganChase, Allstate and Xfinity are named as partners. The stops potentially create local occasions for coverage, creator content and partner activations. The specific route will only be announced 2027.

The three building blocks – a central film, a local product world and real-life encounters – serve different goals. That is what sets them apart from an isolated sponsorship spot. Why the combination of live experience and digital community needs its own measurement logic is also shown in our article on creator events and community metrics.

What German marketing teams can take from this

The organiser's campaign must not be confused with the advertising activities of individual TV rights holders: NBCUniversal already presented its own LA28 promotion with Kate Hudson in February. That promotes the US broadcast route, whereas LA28 communicates the identity of the entire event.

For sponsors and other brands, this calls for a practical separation of measurement: social video reach, participation in events, use of licensed products and actual sales must not be merged into a single success figure. Our look at the NBA and the differing significance of streaming and social reach shows the same challenge. How high a sports rights budget can be ultimately depends on the additional impact – not on visibility alone, as the example of McDonald's and FIFA sponsorship also illustrates.

The Olympic Games are set to begin on 14 July 2028, the Paralympic Games on 15 August 2028. Until then, "Stars Align" is primarily a shared narrative platform with impact evidence still outstanding.