Adidas Honors Hispanic Heritage Month with Jenn Soto and Diego Nájera

Adidas continues its annual Nuestra Cultura Al Mundo initiative — a platform honoring Hispanic and Latino/a/e voices shaping sport, culture, and community — by spotlighting two influential skateboarders: Jenn Soto and Diego Nájera. The 2025 campaign celebrates creativity, identity, and legacy through storytelling and local activation.

Launched during Hispanic Heritage Month, Nuestra Cultura Al Mundo reaffirms Adidas’ commitment to representation, blending skateboarding’s expressive culture with authentic narratives. This year’s campaign centers on Jenn Soto, a Puerto Rican-American athlete redefining what inclusion in skateboarding looks like, and Diego Nájera, a Mexican-American skater known for pushing the sport’s creative and cultural boundaries.

Both athletes embody the heart of the campaign — blending artistry and authenticity with deep cultural roots. Through a series of short films and photo essays, Adidas captures their journeys, exploring how skateboarding serves as both a cultural outlet and community platform. The visual campaign was helmed by creative directors Gabriella Lam and Andres Norwood, whose analog-driven and community-focused lens amplifies the humanity and color of their stories.

Adidas will mark the launch with a community-led experience in Puerto Rico, celebrating Nuestra Cultura Al Mundo through music, food, and local traditions. The event will unite creators, cultural leaders, and skaters from across the region to celebrate heritage, expression, and shared identity.

As Soto notes, “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.” For Nájera, the initiative stands as “a chance to inspire others and show that creativity and heritage go hand in hand.”