A new opportunity for small, local businesses to use the LA28 brand kicked off with Homeboy Industries licensing announcement 

LOS ANGELES (Oct. 20, 2026) – The LA28 Olympic and Paralympic Games today announced Made for Two-Eight, a new licensing program that gives small local businesses in Los Angeles County a path to become an official licensee with the ability to use the LA28 emblem on products they make locally. The announcement was made at Homeboy Industries, where LA28 and Homeboy celebrated a new licensing agreement in the lead up to the launch of the Made for Two-Eight licensing program. Made for Two-Eight will bring to market an exciting variety of officially licensed products made by other local makers, artisans and manufacturers who give Los Angeles its distinctive identity. 

Businesses awarded a license through Made for Two-Eight will be able to use LA28 intellectual property on their merchandise and sell approved products through various platforms including their own during the license term. This will kick off around the one year out mark from the Olympic Games and run through the end of the Paralympic Games in August 2028. Each license is category-specific, time-bound and subject to other customary terms and conditions. Homeboy Industries has become an official licensee to produce apparel and accessories. 

“Our goal from day one has been to ensure the economic benefits of the Games reach our local neighborhoods,” said Reynold Hoover, LA28 Chief Executive Officer. "Made for Two-Eight puts the LA28 brand directly into the hands of our diverse local manufacturers. When visitors arrive from around the globe, they won’t just experience the Games, they’ll take home the authentic creativity of Angelenos.” 

"The 2028 Olympic and Paralympic Games are projected to generate up to $40 billion in economic activity, and we’re making sure our businesses, right here in the city, are the first to benefit from that opportunity,” said Los Angeles Mayor Karen Bass. “Through Made for Two-Eight and my annual Sports and Entertainment Procurement Summits, we’re preparing our small and local businesses to welcome the world. We’ll show the visitors who will shop in our stores and eat in our restaurants what makes Los Angeles the greatest city in the world while creating lasting economic benefits for the entrepreneurs who call L.A. home." 

"We are honored that Homeboy Industries will be crafting official merchandise for the 2028 Games,” said Fr. Gregory Boyle, Founder of Homeboy Industries. “This will give our folks a global stage to showcase their talents. But the real beauty of this moment is that it doesn’t stop with us. Through Made for Two-Eight, LA28 is expanding this exact same opportunity to neighborhood businesses all across our region. This is a reminder that the best way to welcome the world is by celebrating the incredible talent we already have right here at home." 

"The artwork on the inaugural collaborative design, the flame of the torch signifies the internal fire of healing and transformation that takes place at Homeboy Industries," said Fabian Debora, Founder of Homeboy Art Academy, artist and 'maker' who created the artwork. "The reason why we chose to include the iconic torch is to remind us of when Fr. Greg carried the torch for 1984 Olympics. Healing, Fr. Greg, Homeboy Industries and the torch, all beacons of light here in the city of Angels, Los Angeles." 

Built for local, small producers 

Made for Two-Eight is designed for Los Angeles County-based businesses that create distinctive, tangible products sourced and made in Los Angeles. Licenses will be awarded through a competitive process, and applicants must meet three requirements: 

• Created in LA County: Products must be manufactured or created at a physical facility located within Los Angeles County, with prioritization for those in City of LA. 
  
  
• Locally sourced materials: Product materials should be sourced from LA County. Selection will prioritize products sourcing all or virtually all materials where feasible in LA County, with additional prioritization for materials within the City of LA. 
  
  
• Small business eligibility: Businesses must qualify as a small business under U.S. Small Business Administration (SBA) size standards. 

To showcase the craft and creativity of Los Angeles, applications will be reviewed exclusively during the first month for businesses that manufacture or create products at physical facilities located within the City of Los Angeles. After this exclusive period, applications will then open to other eligible businesses across Los Angeles County. 

"We are excited to launch our Made for Two-Eight licensing program designed exclusively for small, local businesses, and built to be as accessible as possible for them to take part," said Peter Zeytoonjian, LA28 Senior Vice President of Consumer Products. "Fans will find products at our retail locations that were designed, sourced and made in Los Angeles, and local makers will gain a new channel to reach customers from around the world." 

Local manufacturing leaders see the program as a new growth channel for businesses that have long made products in Los Angeles County. With millions of visitors expected for the Games, Made for Two-Eight licensees will be able to put their products in front of a global audience when demand for LA28 merchandise peaks. 

How to apply 

Applications will open on RAMPLA.org October 30 and close in February 2027. Each application will be reviewed by LA28 to verify eligibility and select licensees, with awardees announced in July 2027. Standard terms and conditions for each category will be published when formal applications open.  

LA28 encourages interested businesses to register now on the Regional Alliance Marketplace for Procurement at RAMPLA.org. When registering for RAMP, enable notifications and subscribe to the Sports and Entertainment Announcements and Opportunities notification to receive emails for LA28 announcements. LA28 further encourages interested businesses to connect with their local Chamber of Commerce, which will share the latest program information as it is released. 

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ABOUT THE LA28 OLYMPIC AND PARALYMPIC GAMES 
LA28 will bring the Olympic and Paralympic Games to Los Angeles in 2028, uniting more than 15,000 of the world's greatest athletes in a celebration of sport, culture, and human potential. Set against a diverse collection of venues only Southern California can deliver, from the Pacific Ocean to Hollywood stages to world-class arenas, Los Angeles will become the third city ever to host three Olympic Games, following 1932 and 1984, and will also host its first ever Paralympic Games. The LA28 Games will celebrate historic milestones including the most gender balanced Games in history, the first time all Olympic team sports will feature at least as many women's teams as men's, the debut of new Olympic and Paralympic sports, and becoming the first Games since 1948 to not build any new permanent infrastructure. Operating as an independently funded, non-profit organization, LA28 has built a strong foundation of successful commercial partnerships alongside licensing, hospitality, ticketing, and with the support of the International Olympic Committee.

ABOUT HOMEBOY INDUSTRIES 
Homeboy Industries is the largest gang intervention, rehabilitation, and reentry program in the world. Each year, the organization welcomes more than 10,000 individuals seeking healing, support, and opportunities to transform their lives. Through its innovative model of wraparound services, therapeutic community, and social enterprise businesses, Homeboy provides pathways to healing, meaningful employment, and lasting change for formerly gang-involved and previously incarcerated individuals. Its impact extends worldwide through the Global Homeboy Network, connecting hundreds of organizations committed to building safer, healthier, and more inclusive communities rooted in radical kinship and belonging. www.homeboyindustries.com