adidas launches the 2025 edition of Nuestra Cultura Al Mundo, an adidas’ platform honoring Hispanic and Latino/a/e voices shaping sport, culture, and community. Through storytelling and community activations the initiative celebrates culture as a living legacy, creates spaces for meaningful connection, and fosters partnerships with creators, athletes, and cultural leaders.
This year, adidas spotlights two community architects, each redefining what it means to lead with creativity, authenticity, and cultural pride.
- Jenn Soto: A Puerto Rican-American skateboarder who has become a beacon for the next generation of female skaters. Renowned for her technical skill, Jenn channels her passion for skateboarding into empowering others, building inclusive spaces, and inspiring young athletes to embrace their identity and pursue their dreams with confidence
- Diego Nájera: A Mexican-American skateboarder has turned skateboarding into a platform for self-expression, cultural storytelling, and representation. With creativity, grit, and unshakeable pride in his heritage, Diego pushes boundaries in the sport while connecting communities through his craft
To honor their impact, adidas released a series of short films and photos capturing their journeys and cultural influence. In addition adidas is deepening investment in their mission of providing expanded access to skate by powering community skate activations in their respective communities. The project was creatively directed by Gabriella Lam, whose analog-film style adds grit and authenticity, and Andres Norwood, whose photography highlights a vibrant self-expression and community. Together, they bring Jenn and Diego’s stories, and the spirit of Nuestra Cultura Al Mundo, to life in a visually striking, culturally resonant way.
View on Instagram
View on Instagram
adidas is marking the launch through a community-led experience in Puerto Rico celebrating Nuestra Cultura al Mundo through food, music, and traditions; bringing together the campaign’s cultural architects, creative directors, and community leaders across skate, art, and fashion to connect, share stories, and inspire one another.
“Skateboarding has always been more than a sport for me, it’s a way to express my identity, honor 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.” — Jenn Soto
“Skateboarding is my way to tell my story, honor where I come from, and celebrate the culture that shapes me. Nuestra Cultura Al Mundo gives me the chance to inspire others and show that creativity and heritage go hand in hand.” - Diego Nájera
