Amika x LA 2028
Positioning Amika as the performance-ready haircare partner of the first female majority Olympic Games.
Project Type: Brand Partnership & Activation Strategy
Timeline: Spring 2026
Role: Independent Strategic Concept
Why Amika for LA 2028?
American Identity
As an American company, Amika has the opportunity to connect with heightened national pride surrounding the home Olympics.
Inclusive Beauty
Amika's "All Hair Is Welcome" philosophy naturally supports a global audience of different hair textures, identities, and backgrounds.
Female-Forward Positioning
LA 2028 will be the first female-majority Olympic Games, creating a unique opportunity for a women-focused beauty brand.
Sustainability
Amika's Climate Neutral Certified practices align with LA 2028's sustainability initiatives.
Key Touch Points for Activation
Athlete Partnerships
Female Olympic ambassador collaborations
Pre-competition routines
Team USA product kits
Social Media
"Get Ready With Me" athlete content
Olympic Village unboxings
Medal moment reactions
Exclusive promo codes
Experiential Marketing
Pop-up Olympic Hair Bars
Athlete refresh lounges
Interactive photo opportunities
Experiential Marketing
Limited-edition LA 2028 products
Red, white, and blue colored packaging (example to the left)
Olympic gift-with-purchase experiences
In-store Olympic displays