adidas’ new campaign spotlights Latine skateboarders
- Text by Isaac Muk
- Photography by Andres Norwood
Nuestra Cultura Al Mundo — It focuses on Jenn Soto and Diego Nájera in celebration of Hispanic Heritage Month, at a time when ICE arrests continue to ramp up across the USA.
Sportswear giant adidas’ latest campaign spotlights two Latine skaters and team riders, Jenn Soto and Diego Nájera.
The campaign, Nuestra Cultura Al Mundo (“Our Culture to the World”) celebrates Hispanic Heritage Month, at a time when United States Immigration and Customs Enforcement (ICE) detentions and deportations continue to ramp up across the USA.
It features two short films centred on the stories of Soto and Nájera, photography shot by Andres Norwood, as well as a community event in Puerto Rico that will celebrate Latino/a/e food, music, traditions and culture.
Jenn Soto is a Puerto Rican-American skateboarder who lives in Jersey City, New Jersey, who aims to inspire the next generation of Latina skateboarders in the USA. She said: “Skateboarding has always been more than a sport for me, it’s a way to express my identity, honour my roots, and connect with my community.
“Partnering with adidas on Nuestra Cultura Al Mundo allows me to share that journey, inspire others to embrace their own story, and create spaces where culture, creativity, and skateboarding come together to empower the next generation.”
Mexican-American skateboarder Diego Nájera lives in El Centro, California, and is the owner of skateboard and style brand Nothing Special. He said: “Skateboarding is my way to tell my story, honour where I come from, and celebrate the culture that shapes me.
He continued: “Nuestra Cultura Al Mundo gives me the chance to inspire others and show that creativity and heritage go hand in hand.”
According to Guardian reporting, between January 28 and September 22 there had been over 228,000 ICE arrests and over 234,000 deportations. Much of ICE’s focus has targeted areas with large Hispanic communities – including Los Angeles and Chicago – which seen a rise in anti-ICE protests breaking out across the country.
Isaac Muk is Huck’s digital editor. Follow him on Bluesky.
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