The world is already looking ahead to the LA Olympics 2028, and few events will command more global attention than track and field. Often considered the heartbeat of the Summer Games, track events are where iconic Olympic moments are born—world records are shattered, legends are made, and national pride is on full display.
But what can fans, athletes, brands, and organizers expect from the track and field experience at LA28? From the venue itself to the surrounding fan experiences, cultural activations, and immersive storytelling, Los Angeles is poised to elevate the Olympic track like never before.
This blog will explore what’s in store for the 2028 track and field events—from logistics and atmosphere to experiential marketing and live event production—and how Towerhouse Global can help brands tap into the excitement with unforgettable activations in the City of Angels.
The Venue: The Iconic LA Memorial Coliseum
At the heart of LA28’s track and field events will be the legendary Los Angeles Memorial Coliseum. Built in 1923 and renovated multiple times since, the Coliseum has hosted Olympic events in both 1932 and 1984—making it the first stadium in history to host three Olympic Games.
This isn’t just a venue—it’s a living monument to sports history. And in 2028, it will once again become the stage for the world’s fastest sprinters, strongest throwers, and most skilled jumpers.
Key Features of the LA Coliseum Track Experience:
- A world-class, upgraded Olympic-standard track
- Expanded seating and digital upgrades
- Broadcast integration with immersive fan experiences
- Sustainability-focused design updates
The LA28 committee has promised a Games that are both forward-looking and rooted in history, and the Coliseum will embody this vision—offering both nostalgia and innovation.
Athletic Excellence on Full Display
Expect to see the best of the best in 2028. With advancements in sports science, training, and athlete recovery, the track in Los Angeles will likely play host to new world records and breakout performances. The high energy of the crowd, the historical significance of the Coliseum, and the global spotlight will create the perfect storm for legendary moments.
Events will include:
- 100m, 200m, and 400m sprints
- Hurdles, relays, and middle-distance runs
- Distance events like the 5,000m and 10,000m
- Field events: long jump, high jump, shot put, discus, and pole vault
- Decathlon and heptathlon
- Marathon start/finish (expected elsewhere in the city, but connected to the Coliseum in spirit)
For fans, this will be an electric environment full of movement, sound, and emotion—and for brands, it’s a powerful canvas for experiential marketing and connection.
The Track Experience Beyond the Lanes
fan-centric engagement—meaning that what happens outside the stadium may be just as memorable as what happens inside.Expect:
- Immersive fan zones near the Coliseum, featuring brand activations, food and beverage experiences, and live entertainment
- AR and VR experiences that let fans “race” against Olympic athletes
- Interactive history walls and digital installations that celebrate past track and field legends
- Sponsorship takeovers of neighborhood spaces near the venue—transforming sidewalks, storefronts, and public plazas into Olympic-themed environments
This is the perfect landscape for experiential marketing, where brands can move beyond sponsorship logos and create real-world emotional connections with fans from around the globe.
Live Event Production: Delivering Olympic-Scale Engagement
To pull off these immersive experiences, live event production will be a critical piece of the puzzle. Brands, sponsors, Olympic committees, and media outlets will require expert producers, planners, and creators to help turn ideas into physical experiences—safely, effectively, and on brand.
And when it comes to producing Olympic activations in Los Angeles, it pays to have a local partner who knows the landscape, the logistics, and the culture.
That’s where Towerhouse Global steps in.
Towerhouse Global: Your Partner for LA Olympics 2028 Track Experiences
Headquartered in Los Angeles, Towerhouse Global is a full-service agency specializing in live event production and experiential marketing. With decades of experience in brand activations, venue management, hospitality experiences, and immersive storytelling, Towerhouse is the ideal partner for brands looking to activate during the LA Olympics 2028—especially around high-profile events like track and field.
What We Offer for LA28:
- ✅Event concepting, design, and full-scale production
- ✅Permitting, vendor management, and LA-specific logistics
- ✅Fan experiences and interactive build-outs near the LA Coliseum
- ✅AR/VR and digital integrations for immersive storytelling
- ✅Athlete lounges, media hospitality, and VIP activations
- ✅Localized creative rooted in LA culture, art, and community
Whether you’re a global sponsor or a cultural institution looking to celebrate your connection to Olympic sport, Towerhouse Global brings the vision, tools, and team to deliver an unforgettable LA28 presence.
The Olympic Track as a Platform for Cultural Expression
One of the most exciting elements of LA28 is how it’s blending sports with culture, technology, and social impact. Expect to see programming that reflects LA’s identity—not just as a city of athletes, but as a city of artists, activists, and entrepreneurs.
This means:
- Live music, dance, and art installations near track venues
- Collaborations with LA-based creators and nonprofits
- Events that tie into community health, youth athletics, and education
This adds a layer of depth and resonance to the Olympic track experience—and gives brands more ways to align authentically with their values through community-based experiential marketing.
Final Thoughts: A Track Like No Other
The LA Olympics 2028 will offer a track and field experience unlike anything we’ve seen before—blending legacy, innovation, athleticism, and culture into one unforgettable moment in time.
For fans, it will be a chance to witness greatness.
For athletes, it will be the ultimate stage.
And for brands? It’s the perfect moment to show up in meaningful ways, engage audiences, and build long-term loyalty through powerful, purpose-driven experiences.
📍 Whether you’re planning an Olympic activation, brand installation, or hospitality venue, Towerhouse Global is here to bring your LA28 vision to life—on the track, around the stadium, and throughout the city.
📩Let’s connect now and start building your Olympic legacy—because the track to 2028 is already underway.
