Latest Custom Emblems Celebrate Athletes’ Stories and Voices

To Celebrate the Handover from Paris to LA

LOS ANGELES, CA (July 24, 2024) – LA28 today revealed the latest collection of LA28 stories and custom emblem designs from Olympians Jagger Eaton and Kate Courtney. Today’s drop also includes a re-release of Michael Johnson’s iconic gold medal ‘A’ that was launched in 2020, with more designs to come to celebrate this summer’s moment when LA becomes the next host city of the Games for the third time in its history.

“The LA28 emblem stands for so much more than just the Games – the emblem represents a collection of stories that, just like Los Angeles, are diverse, unique and beautiful,” said LA28 Chief Athlete Officer Janet Evans. “In celebration of this summer and our journey to the LA28 Games, we’re thrilled to collaborate with Jagger and Kate to launch their LA28 stories and to re-release the legendary gold-medal ‘A’ of Michael Johnson. Their designs and contributions to the LA28 story will inspire generations to come.”

Professional skateboarder and 2020 Olympic bronze medalist Jagger Eaton is the second skateboarder to design an LA28 emblem. His ‘A’ comes to life with a focus on western culture and colors, celebrating both Arizona, his home state, and California, where he started his Olympic journey when moving to the state six years ago. 

“What I hope for people to see in skateboarding when it comes to LA28 is to see the beauty, the creativity, the individuality for it,” said Eaton regarding the upcoming 2028 Olympic and Paralympic Games. “There’s nothing like competing in your home country.”

Professional mountain bike racer and Olympian Kate Courtney’s design is hand-drawn, inspired by some of the classic, hand-drawn signs that used to be made to advertise mountain bike races in her birthplace of Marin County, California -- the birthplace of mountain biking.

“I love mountain biking where I grew up in Marin County,” said Courtney regarding the emblem’s inspiration. “Those are always the places that you have the most memories of falling in love with the sport and also the progress I've made, which for me is a huge part of what drives me to improve and continue to push my limits.”

For a special re-release, LA28 is showcasing the original emblem of four-time Olympic gold medalist sprinter Michael Johnson, which represents all that has been important to him throughout his life, including a gold design in honor of his wins. 

Throughout the Paris Games, LA28 will be unveiling digital campaigns and news, with more custom emblems on the way, all leading up to the official handover to the 2028 Los Angeles Olympic and Paralympic Games on Aug. 11, at the conclusion of Paris 2024.

Since its launch in 2020, the LA28 emblem campaign has released more than 40 unique emblems, capturing the stories of Angelenos, athletes, artists and activists. Designed as the first ever-changing mark 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. 

Set against a static and bold L, 2 and 8 that serve as the mark’s foundation, the LA28 emblem was built for the digital age with a dynamic and animated ‘A’ that is always evolving in its journey to the 2028 Olympic and Paralympic Games. 

For the complete collection of LA28 emblems, please visit LA28.org. 

ABOUT THE LA28 OLYMPIC AND PARALYMPIC GAMES

The LA28 Games will mark Los Angeles’ third time to host the Olympic Games, previously hosted in 1984 and 1932, and first time to host the Paralympic Games. Los Angeles will host the world’s most elite athletes in 2028 as it welcomes Paralympians and Olympians from around the world to compete on the biggest stage in sports. The LA28 Games are independently operated by a privately funded, non-profit organization with revenue from corporate partners, licensing agreements, hospitality and ticketing programs and a significant contribution from the International Olympic Committee.