Gabi Lamb’s “Nuestra Cultura Al Mundo” campaign captures identity, connection, and creativity with Jenn Soto and Diego Nájera.
Honoring Community and Culture
Culture, much like skateboarding, thrives on collaboration — and adidas’ Nuestra Cultura Al Mundo project embodies that truth. The creative platform, which celebrates Hispanic and Latine changemakers, returns with a fresh spotlight on two dynamic skaters: Jenn Soto and Diego Nájera. Through their stories, the campaign celebrates the rhythm of movement, memory, and belonging. Hailing from opposite coasts, Soto and Nájera are united by their commitment to their roots and the communities that shaped them.
A Vision Rooted in Connection
Directed by Gabi Lamb, the campaign’s short film and photo series weave together nostalgic storytelling with raw authenticity. Known for her tender, analog-driven visuals, Lamb captures the duo’s world through a lens that rejects polish in favor of the real — family gatherings, daily rituals, and moments that define heritage. “Culture doesn’t move without community,” Lamb shares, describing her creative approach as one of empathy and engagement.
Celebrating Heritage Through Skateboarding
The project highlights the power of storytelling in visual culture, connecting identity, environment, and creativity. From Pennsylvanian family kitchens to the streets of New York, Soto and Nájera’s narratives reflect resilience, pride, and the evolution of Latine skateboarding, embodying the essence of adidas’ celebration of culture and community.
