Standing on the steps of the Los Angeles Memorial Coliseum, you don’t just feel the weight of Olympic history—you’re reminded of the responsibility that comes with shaping what’s next. Last week, teams from The Coca-Cola Company, International Olympic Committee – IOC, LA28 Olympic & Paralympic Games, and WPP came together alongside Olympians—those who have defined the Games, and those who will define its future. What was once again confirmed is this: delivering impact at the scale of the Olympic Games is no longer just about reach. It’s about relevance. In a world of fragmented attention and rising expectations, the real challenge is not visibility—it’s meaning. And purpose. How do we create experiences that resonate across cultures, generations, and platforms—while staying true to the spirit of the Games? The answer lies in collaboration—not as a buzzword, but as a discipline. It requires diverse perspectives, creative tension, and a shared commitment to something bigger than any single brand or organization. Los Angeles 2028 isn’t just a milestone event. It’s a proving ground for how global partnerships, creativity, and technology can come together to shape culture at scale. 2028 may seem distant—but the work of building what matters has already begun. Moments like this are a reminder: the future isn’t something we wait for. It’s something we design. Mickael Vinet Laurent Ezekiel Timothy MacLehose Guillermo Vega Anibal Casso Valéria Herzer Pablo Kennedy Tim Dignard Ciara Dixon Constanza Flores Vickie Segar Ruchira Bhattacharya Abigail Weintraub Islam ElDessouky Chase Abraham Luke Perkins Teny A. Meredith Kinee Jonathan Gibson Kristen Rumble Aste G. Alessandro (Ale) Fragiacomo Kaitlin Roach Asia Womack Carol Reed Guy Walding Jane Fearnley Jackson Russ Mark Callender Mariana Manso Chantal Buchser Kelley Joshua Burke Joel Smith, @Tatjana Smith and many more in the picture below I couldn't tag #LA2028 #Olympics #Leadership #Collaboration #Innovation #CocaCola #Powerade #Smartwater
