Adidas celebrates Hispanic Heritage Month with skateboarding-focused 'Nuestra Cultura al Mundo' campaign
By
Abbey Bamford
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Summary
Adidas launches "Nuestra Cultura al Mundo," a multi-year creative initiative celebrating Hispanic Heritage Month. The campaign spotlights skateboarders Jen Soto and Diego Nájera, directed by Gabi Lamb and Andres Norwood. It serves as a visual love letter to heritage, movement, and connection, honoring athletes and artists who shape their communities while redefining cultural identity through sport and storytelling.
Key quotes
· 3 pulledAdidas has never been a stranger to culture, but with Nuestra Cultura al Mundo – its latest creative initiative celebrating Hispanic Heritage Month – the brand has gone beyond the expected.
The multi-year project honours the stories of athletes and artists shaping their communities, with a focus this year on two trailblazing skateboarders – Jen Soto and Diego Nájera – whose talent and identity redefine what it means to move between worlds.
Helmed by directors Gabi Lamb and Andres Norwood, the campaign unfolds as a visual love letter to heritage, movement, and connection.
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