Every trick, turn and grind tells a story, and this year, adidas is letting those stories speak for themselves. With the 2025 launch of Nuestra Cultura Al Mundo, the brand’s annual platform celebrating Hispanic and Latino/a/e voices shaping sport and culture, adidas is centering community and creativity where it’s always lived: in the streets, on the board, and within the people who move both.
This year’s adidas campaign spotlights two trailblazers who embody what it means to skate with purpose and pride: Puerto Rican-American powerhouse Jenn Soto and Mexican-American innovator Diego Nájera. Both athletes have turned skateboarding into something bigger than sport. It’s a mirror of identity, a bridge for culture, and a language of belonging.
“Skateboarding has always been more than a sport for me,” Soto said. “It’s how I express my identity, honor my roots, and connect with my community.” For Nájera, it’s a visual diary of his upbringing. “Skateboarding is my way to tell my story, honor where I come from, and celebrate the culture that shapes me.”
To bring their narratives to life, adidas tapped creative director Gabriella Lam, known for her textured, analog-film approach, and Andres Norwood, the Afro-Latino photographer whose work captures the vibrancy and vulnerability of culture in motion. Together, they’ve crafted a visual world that feels both nostalgic and immediate, like film grain caught between past and present.
For Norwood, this project wasn’t just an assignment. It was a reckoning. “Growing up, I often felt caught between cultures,” he said. “Meeting Afro-Mexican communities in Mexico restored my sense of belonging.” His lens captures that duality: rhythm and resilience, ancestry and joy. Norwood’s grandfather, a photographer from Guanajuato, once documented life in Los Angeles’ Chavez Ravine long before Dodger Stadium took its place. “He never got to pursue photography full-time,” Norwood reflected. “So, I carry his dream forward every time I shoot.”
What makes Nuestra Cultura Al Mundo different from the standard brand playbook is its staying power. As Norwood explained, “This isn’t just a seasonal campaign for adidas. It’s a long-term commitment to uplifting voices across the Hispanic and Latino/a/e community.”
The project culminates in a community-led celebration in Puerto Rico, where food, music, and tradition collide in a living tribute to heritage. It’s a reminder that for adidas, culture isn’t a moment to market. It’s a movement to maintain.