adidas returned with Nuestra Cultura Al Mundo, its platform highlighting Hispanic and Latino/a/e changemakers, this time shining a spotlight on skaters Jenn Soto and Diego Nájera. The campaign, directed by Mexican-American filmmaker Gabi Lamb, celebrates the personal stories, communities, and cultural heritage that shape these athletes.
The project combines analog photography and short films to capture authentic moments from Soto and Nájera’s lives—from family gatherings in Pennsylvania to skate sessions in New York—emphasizing skateboarding as a vehicle for self-expression, belonging, and storytelling.
Lamb describes her creative approach as a blend of preservation and progression, using analog film to slow down and capture the texture and spirit of lived experiences. She emphasizes that heritage-driven storytelling in fashion and art empowers individuality and fosters meaningful connections across communities.
The campaign underscores adidas’ commitment to culture as a team sport, celebrating local voices while connecting them to a global audience.