Asunción is kicking off the year with a bang, marking the beginning of the road to the 2025 Pan American Junior Games by launching its institutional campaign and official slogan: “The heart in the Games”. This proposal seeks to connect and inspire through a message full of passion and energy.

The slogan, presented through the official digital platforms of ASU2025, SND and Panam Sports, is a tribute to the magic and vitality of the athletes and the emblematic places of the Paraguayan capital. Videos, photographs and graphics gave life to the launch of this communication.

“THE HEART IN THE GAMES”

The campaign message seeks to convey the emotion of sport in its various facets: the passion and determination of the athletes, the unconditional support of the public and the unique energy of the city. This approach positions Asunción as a sports capital, highlighting young adults as the main audience.

The campaign also aims to fill the sports venues with a diverse audience, creating a bridge between athlete and spectator and connecting hearts in an event that promises to be historic for Paraguay and the entire continent.

ASUNCIÓN, CAPITAL OF SPORTS DREAMS

“We continue to work to ensure that Asunción is remembered as the capital where sports dreams come true. This event will encapsulate historic milestones and demonstrate that with the energy of its people, anything is possible,” said Larissa Schaerer, assistant general manager of ASU2025.

Victor Pecci, general manager of ASU2025, added: “These Games are more than a competition: they are an opportunity to leave a legacy, to mark a before and after in the world of sport. An experience that inspires us to believe that in Paraguay anything is possible”.