Asunción feels the pulse of the Asunción 2025 (ASU 2025) Junior Pan American Games, marking the beginning of the year with the launch of its institutional campaign: “The heart in the games”.
Designed to connect and inspire, this communication action “The Heart in the Games” is an “ode to the intrinsic passion that moves athletes along with the magic and energy of the nooks and crannies of emblematic sites in the capital”, according to the organisers.
With the support of the Paraguayan Olympic Committee, Panam Sports, the local Organising Committee and the National Secretariat of Sports, as the presenting brand, the Asunción 2025 Junior Pan American Games will bring together more than 4,200 athletes from 41 countries, who will compete in 28 sports and 42 disciplines from August 9 to 23, 2025
A government statement said: “This event promises to consolidate Paraguay’s commitment to sport and youth.”
What does it mean to “have your heart in the games”?
“Having your heart in the games” refers to a person who is emotionally involved and willing to give their best. This message seeks to connect with the emotions of the public and convey the magnitude of an event, which will be a milestone for Paraguay and for the entire continent.
“It is a campaign that seeks to convey the emotion of sport, through the athlete with their passion, dedication and determination, through the public with their support, admiration and accompaniment, through the city with the energy of its people and unique spaces.”
“In this way, Asunción is positioned as a sports capital, filling each venue with a multi-target audience, highlighting young adults as the main public, generating that bridge between the athlete and the public, and connecting hearts.”
“We continue to work to ensure that Asunción is remembered: as the capital where sporting dreams come true, a place where we will encapsulate more milestones, where the energy of its people encourages you to believe that everything is possible. This campaign fully captures the essence of the games, of the city and its people. We want everyone to feel the call to be part of this historic event,” said Larissa Schaerer, Deputy General Manager of the ASU 2025 Junior Pan American Games.
“These games are more than a competition: they are an opportunity to leave a legacy, to mark a before and after in the world of sport. An experience that inspires everyone, starting to think that in Paraguay it is possible. This piece symbolizes that; the passion, effort, desire, talent and unity” added Victor Pecci, General Director ASU2025.
The art behind the heart
The art was co-created by the ASU 2025 design team, local visual artists such as Lucas We, Bianca Fernández and Vero Sforza, and participants from the ‘Leave Your Mark’ event held in early December 2024.
At this event, more than 300 people, including athletes, artists, journalists and content creators, collaborated to generate graphic resources that form part of the campaign’s visual identity, and to leave their mark.
The protagonist of this launch is the audiovisual piece, which is available on ASU 2025’s digital platforms. This material highlights the participation of young national athletes and local visual artists, showcasing Paraguay’s talent and creativity to the world.
About the Junior Pan American Games
The Pan American Games, which began in 1951, gave rise to the Junior Pan American Games with the aim of generating a talent pool and promoting young athletes.
The first edition was held in 2021 in Cali, Colombia, an event that propelled athletes who today stand out worldwide, in events such as the Santiago 2023 Pan American Games and the Paris 2024 Olympic Games.
Athletes such as Osmar Olvera (Mexico), Milaimys Marín (Cuba), and Lucía Yépez and Glenda Morejón (Ecuador) are examples of this platform that encourages the growth of youth talent.
