How to stand out during the world’s biggest cultural moment
The Olympic Games aren’t just a sporting event—they’re a global storytelling platform. And when the Olympics land in Los Angeles in 2028, the energy, visibility, and marketing stakes will be unlike anything we’ve seen in decades.
For brands, LA28 represents a rare opportunity to engage audiences from around the world—on the ground, online, and emotionally. But cutting through the noise requires a brand activation strategy that’s more than just a logo or a booth. It must be bold, experiential, and deeply human.
Here are our top tips for designing unforgettable brand activations during the LA 2028 Olympics.
1. Start Planning Now (Yes, Now)
The best Olympic campaigns take years to develop, test, and refine. Whether you’re a sponsor, a rights holder, or a creative partner looking to activate in LA, time is your biggest competitive advantage.
What to do early:
- Define your narrative—what story are you telling during the Games?
- Align your activation with broader brand goals (global reach, product launch, cultural moment).
- Begin permitting conversations for high-traffic venues, pop-ups, and city zones.
📅Towerhouse Insight: Olympic host cities are tightly regulated. Get ahead of city approvals, location scouting, and brand compliance well before 2027.
2. Respect the Rules—But Push the Creativity
LA28 will be governed by strict brand usage and sponsorship guidelines. Even non-sponsor brands need to navigate ambush marketing risks and stay compliant with IOC and city regulations.
✅Do:
- Use LA and sports themes, not official logos or phrases
- Partner with rights holders or Olympic athletes
- Create city-adjacent activations that feel native, not intrusive
🚫Avoid:
- Unlicensed Olympic imagery or hashtags
- Confusing event-goers with fake sponsorship messaging
💡Pro Tip: Creativity thrives within constraints. Focus on experiences, not just visibility.
3. Think Hybrid: Physical Meets Digital
LA28 will be a media-first Olympics, with content consumed live, on-demand, and in augmented layers. Activations should be designed to work across platforms and realities.
Ideas to bridge digital and physical:
- AR filters at event zones or through product packaging
- Livestream-ready stages with shareable segments
- Scannable murals, gamified touchpoints, and mobile apps for scavenger hunts
- NFT badges or loyalty rewards tied to physical participation
📲Towerhouse Trend: Olympic fans are also creators. Give them tools to co-create and amplify your activation in real time.
4. Lead With Emotion, Not Just Product
The Olympics are about human stories—triumph, teamwork, perseverance. The most effective brand activations tap into those universal themes, creating moments that resonate far beyond product benefits.
Examples:
- A branded recovery lounge that highlights mental wellness and resilience
- An interactive timeline that honors past Olympic moments and invites fans to contribute their own
- Athlete-led storytelling booths where fans record what the Games mean to them
🎤Towerhouse POV: You’re not selling—you’re contributing to the legacy. Show how your brand shares the Olympic spirit.
5. Be Where the Action Is—Without Being Obvious
Official Olympic venues are a magnet, but adjacent spaces offer freedom and cultural context. Neighborhood takeovers, street-level pop-ups, and mobile activations can reach just as many people with fewer restrictions.
Location ideas:
- Metro station activations (tap into fan transit journeys)
- Rooftop viewing parties with influencer tie-ins
- Athlete village partnerships (if permitted)
- Local business collaborations that ground your brand in LA’s unique culture
📍Towerhouse Strategy: Sometimes the best Olympic moment doesn’t happen in the arena—it happens in the city, where fans feel most free to explore.
6. Think Sustainably and Inclusively
The world will be watching—not just your brand, but how your brand shows up. Make sure your activation reflects today’s values around sustainability, accessibility, and community inclusion.
Build with:
- Modular, reusable structures
- Local vendors and community partners
- Inclusive design (ADA-friendly, multilingual, all-ages)
🌍Towerhouse Commitment: We help brands activate responsibly—designing events that are joyful, equitable, and low-impact.
Final Thoughts: LA Is Your Stage—Own It
LA28 will be more than an Olympic Games—it will be a cultural moment, a tourism surge, a celebration of sport, and a once-in-a-generation marketing canvas.
The brands that win won’t just advertise—they’ll activate. They’ll turn presence into participation. Product into story. Brand into legacy.
At Towerhouse Global, we specialize in bold experiential campaigns, Olympic-scale event production, and AR-powered activations. Whether you’re an official sponsor or a brand looking to make your mark, we’re ready to help you build something unforgettable in LA.
Ready to get started?
Let’s bring your Olympic brand moment to life—strategically, creatively, and with impact.
