LA28 Olympics unveiled the latest collection of LA28 stories and custom emblem designs from Olympic athletes Jagger Eaton and Kate Courtney. The launch also includes a re-release of Michael Johnson’s iconic “A” gold medal that launched in 2020, with more designs to come to celebrate the moment this summer when Los Angeles becomes the next host city for the Games for the third time in its history.
“The LA28 emblem represents so much more than the Games – the emblem represents a collection of stories that, like Los Angeles, are diverse, unique and beautiful,” said Janet Evans, LA28’s athlete director. “To celebrate this summer and our journey to the LA28 Games, we are thrilled to collaborate with Jagger and Kate to launch their LA28 stories and re-launch Michael Johnson’s legendary ‘A’ gold medal. Their designs and contributions to the LA28 story will inspire generations to come.
Professional skateboarder and 2020 Olympic bronze medallist Jagger Eaton is the second skateboarder to design an LA28 emblem. His “A” comes to life with a focus on Western culture and colours, celebrating both Arizona, his home state, and California, where he began his Olympic journey when he moved to the state six years ago.
THE DESIGN AND THE INSPIRATION
Professional mountain biker and Olympic athlete Kate Courtney’s design is hand-drawn and inspired by some of the classic hand-drawn posters that used to be made to advertise mountain bike races in her birthplace, Marin County, California, the birthplace of mountain biking.
For a special relaunch, LA28 features the original emblem of four-time Olympic gold medallist sprinter Michael Johnson, representing everything that has been important to him throughout his life, including a gold design honouring his victories.
Throughout the Paris Games, LA28 will feature digital campaigns and news stories, with more custom emblems on the way, all leading up to the official handover to the Los Angeles 2028 Olympic and Paralympic Games on 11 August, at the conclusion of Paris 2024.
Since its launch in 2020, the LA28 emblem campaign has launched more than 40 unique emblems, capturing the stories of Angelenos, athletes, artists and activists. Designed as the first ever changing emblem in Olympic history, the LA28 emblem represents a collection of voices that reflect the host city’s vibrant culture of creativity, sport and self-expression.
In contrast to a bold, static L, 2 and 8 that serve as the foundation of the brand, the LA28 emblem was built for the digital age with a dynamic, animated “A” that is always evolving on its journey towards the 2028 Olympic and Paralympic Games.
