LCKN / THE MISSION
LCKN28 is a story series following athletes working toward Los Angeles 2028. Through their voices, we explore the focus, discipline, and commitment behind the pursuit, and the people and purpose that carry it forward.
WHY WE'RE HERE
Every athlete has an objective. Getting there takes daily decisions: what to prioritize, how to respond to a setback, and who to trust along the way.
LCKN28 exists to make that commitment visible. We follow the preparation, the support systems, and the ambitions that give the work meaning, including what athletes hope to make possible for others.
For LCKN, this is where sports and culture meet. The stories we share and the apparel we create give expression to the same belief: focus, discipline, and commitment shape the way we show up.
The training, routines, and decisions behind progress. What each athlete is working toward and what the next step demands.
The coaches, teammates, families, and communities who help sustain the pursuit. Commitment is personal. Progress takes people.
What makes the pursuit matter. The personal motivations and wider ambitions that connect performance with life beyond competition.
STORY 01 / SWIMMING
Paralympic medalist Jamal Hill is working toward Los Angeles 2028 while helping more people find their place in the water.
Through Swim Up Hill Foundation, his mission reaches beyond competition: expand access to swimming education, with the goal of teaching one million people to swim each year.
Our collaboration in Soweto brought LCKN into that story. His preparation, his team, and his commitment to aquatic inclusion make this the first chapter of LCKN28.
Inglewood native, U.S. Paralympic bronze medalist and official LA28 Athlete Ambassador Jamal Hill founded Swim Up Hill Foundation to expand swimming access and water-safety education in underserved communities.
THE SERIES CONTINUES
Jamal’s story is the beginning. LCKN28 will introduce more athletes and the work shaping their pursuit of Los Angeles 2028.
