LA28 Opens Official Branding Window for Small Local Manufacturers

One in five Americans said that international visitors praising their local experience would signal a successful Los Angeles Olympics, according to a recent study. This sentiment drove the Los Angeles Organizing Committee for the Olympic and Paralympic Games to announce a new licensing initiative on Oct. 20. The program, called Made for Two Eight, permits small local businesses to use the official LA28 emblem on locally made and sourced products. The licensing period begins about a year before the Olympic Games and ends when the Paralympics conclude in August 2028.

Participation is restricted to entities that meet the U.S. Small Business Administration’s standards for a small business. Each license is specific to a product category and a defined time frame. This structure ensures that only qualified local manufacturers can display the branding. The initiative aims to distribute economic benefits to neighborhoods beyond the traditional tourist hubs.

Homeboy Industries, a nonprofit based in downtown Los Angeles, is among the first businesses to receive a license. Founded in 1988, the organization provides intervention and rehabilitation programs for formerly gang-involved or incarcerated individuals. Under the new agreement, the company will produce officially endorsed apparel and accessories. These items include silk-screened T-shirts featuring the Olympic logos.

Rev. Gregory Boyle, the founder of Homeboy Industries, said the program provides a global stage for the organization's talent. "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," Boyle said. He added that the initiative celebrates the existing talent in the city rather than just the athletes.

The program aligns with a shift in public expectation regarding the 2028 Games. A study conducted by Acceleration Community of Companies and the University of Southern California’s Annenberg School for Communication and Journalism found that 35% of respondents wanted the Olympics to highlight Los Angeles’ diversity. About 30% of those surveyed expressed a desire for the Games to showcase local life, food culture, and neighborhoods beyond Hollywood and the beach.

Reynold Hoover, chief executive of the organizing committee, stated that the goal from the start was to ensure economic benefits reached local neighborhoods. "Made for Two Eight puts the LA28 brand directly into the hands of our diverse local manufacturers," Hoover said. The committee intends for visitors to take home the authentic creativity of Angelenos alongside their memories of the sporting events.