Homeboy Industries to Launch LA28 Olympic Torch Shirts Under New Local Licensing Program

Homeboy Industries Joins LA28 as First Partner in Made for Two-Eight Program

Homeboy Industries, a renowned Los Angeles nonprofit focused on gang intervention and job training, is the inaugural partner in LA28's new Made for Two-Eight program, an Olympic licensing initiative set to empower local manufacturers to produce and sell Olympic-branded merchandise for the 2028 Summer Games. This partnership was announced on October 20, 2026, as part of a wider effort to involve local communities and share economic benefits ahead of the upcoming global event.

Launching Olympic Torch Shirts: Design and Distribution

The first product of this partnership is a T-shirt featuring the Olympic torch, Homeboy Industries branding, and the official LA28 logo. The design was created by Fabian Debora, head of Homeboy's Art Academy, with the torch motif referencing both the forthcoming Olympics and the 1984 L.A. Games, in which Homeboy founder Father Greg Boyle participated as a torchbearer. Homeboy Silkscreen & Embroidery will handle the printing, using blank T-shirts sourced from a local manufacturer, probably in downtown or East Los Angeles. The finished shirts will be available for sale at Homeboy’s headquarters near Chinatown, their diners at L.A. City Hall, Martin Luther King Jr. Community Hospital, Terminal 2 at Los Angeles International Airport, and online at shophomeboy.com. LA28 will also have rights to retail these shirts through its official outlets.

Economic Impact and Job Training Support

Under the terms of the arrangement, LA28 will receive a royalty for each T-shirt sold, while profits from the merchandise will support Homeboy’s programs, which include tattoo removal, counseling, and job training for current and former gang members. This collaboration aims to involve local makers directly in the Olympics, offering nonprofit merchandise that benefits community services crucial to Los Angeles.

Expanding Opportunities for Local Manufacturers

The Made for Two-Eight program is designed to encompass a variety of Los Angeles businesses and nonprofits, enabling them to produce an array of products such as stationery, toys, hats, magnets, candles, and pet accessories, all with LA28 and Olympic branding. The pilot phase will focus on manufacturers within the city of Los Angeles, capitalizing on the city’s numerous Olympic venues and its critical financial stake in the Games, before expanding out into the broader Los Angeles County.

How Local Businesses Can Get Involved

Other area businesses and nonprofits interested in participating can apply for licensing through the Regional Alliance Marketplace for Procurement (RAMPLA.org) between October 30, 2026, and February 2027. Selected partners will be announced in July 2027, giving manufacturers a full year to develop and market their merchandise ahead of the Games’ opening in July 2028.

Broader Context: Global and Local Merchandise Partnerships

While global brands like Nike and Ralph Lauren will also play a prominent role in Olympic merchandising, the Made for Two-Eight initiative aims to give local manufacturers access to both local and international consumers. LA28's goal, according to CEO Reynold Hoover, is to ensure that "the economic benefits of the Games reach our local neighborhoods." Senior Vice President Peter Zeytoonjian emphasized that products will be "designed, sourced and made in Los Angeles," giving fans wider choices and supporting regional economies.

Source: latimes.com.