adidas’ Toast to Latine Skate Culture

Culture is a team sport, something that adidas knows well. Last month saw the return of Nuestra Cultura Al Mundo, the brand’s creative platform celebrating Hispanic and Latino/a/e changemakers, and with it came a spotlight on a new cohort of voices making waves in their communities, proving that even a corner of culture can contain a universe of its own.

Front and center this year are Jenn Soto and Diego Nájera, two skaters embodying what it means to move with passion, pride and purpose, both on and off the deck. Hailing from opposite coasts, the two are brought together by an ardent commitment to the people and places that raised them, and skateboarding, just as much a vehicle for self-expression, belonging and storytelling as it is for speed. More than a trick, each turn, grind and slide is all part of the bigger story of where they come from and where they’re headed.

To bring their narratives to life, adidas enlisted Mexican American director Gabi Lamb for a short film and photo series. Told through her tender, evocative visual language, Lamb captured Soto and Najera with the hard-earned bravado of a hometown hero. “Culture doesn’t move without community,” she tells Hypebeast, an ethos that stitched into the project and her practice at large. Paired with Andres Norwood’s raw and empathetic lens, the campaign encapsulates the quiet magic of doing what you love and paving a new future for those that carried you forward.

There’s nostalgia at the heart of Lamb’s projects, for memories both lived and yet to come. Working primarily on analog film, she does away with pristine sheen of typical editorial gloss in favor of the perfectly imperfect, gritty and honest, a way for her to stop the clock and relish in a moment’s many textures. Off the heels of her cross-country adidas campaign, we caught up with Lamb to learn more about the project, connecting with community and what celebrating cultural heritage means for the future of art and fashion. Read on for the full interview.

“In this field, there’s times you take on work simply out of discipline, but when something comes along that feels aligned… it reawakens you.”

This is your second time working with adidas for Nuestra Cultural Al Mundo. What initially drew you to this project and how did it personally resonate with you?

I’ve been in a season of really grounding myself in my “why” — asking honest questions about purpose, identity and what fulfillment truly looks like for me as a creative. That process has become my compass, guiding me toward projects that feel meaningful on a soul level. In this field, there’s times you take on work simply out of discipline, but when something comes along that feels aligned, like this campaign did, it reawakens you. It wasn’t just about creating visuals, it was about telling stories that reflect the community I come from and the culture that continues to shape me. There was this unspoken understanding, this shared energy that felt comforting and unifying.

What were some highlights from your time working with Jenn and Diego?

Family is big for Jenn, so I wanted to lean into that vulnerability and go straight to the source. We drove out to Pennsylvania and spent a day at her sister’s home — cooking, hanging out with her nieces and nephew, capturing everything in a documentary style. Those little moments were everything; they captured the warmth and rhythm of real life in a Puerto Rican household.

With Diego, I was deeply inspired by his humility and mentality rooted in gratitude. His story is one of resilience and heart — coming from a small border town, to becoming a pro skater, traveling the world and finding purpose in his passion. It all takes courage and determination. We barely scratched the surface on his creative work. I left thinking we could make a whole docu series on his life.

Having primarily worked on fashion and music projects beforehand, what was it like shooting skaters? As a director, were there any moments that were particularly challenging or rewarding?

Filming skateboarding in NY was a bucket-list moment for me. That city is skate culture — gritty, iconic, rebellious and raw. What’s crazy is that we woke up that morning to pouring rain, which for skating, is a big no-go. That day was a reminder that directing is really about adaptability — staying grounded, problem-solving and trusting your team.

But, no matter what type of project I’m working on, whether it be fashion, skating or music, as a director, you have to find connection to your subject in order to get their best, most honest version. You do your research, come prepared and create an environment that allows them to put their guard down, to show up authentically.

“Analog slows you down; it forces presence. Maybe I’m an old soul, but to me, the timelessness of film holds something special that digital can never truly replicate.”

When embarking on a new project, how does the overall narrative guide visual direction? Is it something more deliberate or spontaneous?

For me, everything starts with connection. Once I can feel what the story is, imagery starts to form in my head. I love exploring how different tools can shift the mood; all those small decisions build the emotional world of the piece. Of course it’s important to come with a plan, but it’s equally as important to be open and leave room for spontaneity, be guided by the moment — a lot of times this is where those magic shots come from.

What draws you to use analog film? How does it relate to recurring themes in your work, like identity and nostalgia?

I’ve always loved the intentionality of shooting on analog; it feels like a collaboration with light. Every frame carries its own organic fingerprint that makes it unpredictable and beautiful. Now, I feel an even deeper urge to preserve this kind of art form because our world moves so fast — everything feels too convenient, too perfect. Analog slows you down; it forces presence. Maybe I’m an old soul, but to me, the timelessness of film holds something special that digital can never truly replicate.

How do you see your creative process as a means to embolden existing cultural narratives, while challenging others?

My creative process lives between preservation and progression. There’s a part of me that’s always honoring where I come from — my roots, my memories, the textures of my upbringing — but I’m equally interested in how those sensibilities evolve. I like blending worlds that don’t always intersect, so in that way, my process becomes a space to expand narratives rather than just fit into them. It’s about finding beauty in that tension.

“…my process becomes a space to expand narratives rather than just fit into them. It’s about finding beauty in that tension.”

How has photography and film become a way for you to connect with your community?

I think of my work as an act of service, something that preserves and celebrates stories that might otherwise go unseen. It’s a big honor and responsibility I don’t take lightly. Through this process, I’ve met so many incredible people who’ve shaped me, inspired me and reminded me of why I do this: to create work that connects us back to one another, even if just for a second.

At the same time, it’s a deeply personal practice. My work reflects how I move through the world, what I value, what I’m curious about, what I find cool.

How do you envision heritage-driven projects shaping the fashion and art landscape?

The celebration of cultural identity in fashion and art is what’s shaping the future right now — it’s giving people permission to show up fully as themselves. For so long, culture was something people felt they had to dilute or fit into a mold to be accepted in creative spaces, but now there’s a stronger emphasis on honesty and individuality. When we embrace where we come from, whether that’s our roots, our neighborhoods, or our lived experiences, it opens the door to more layered, meaningful storytelling. To me, it’s not about staying in one lane or being defined by a single identity — it’s about evolving it, blending influences and creating new visual languages that reflect who we are now.

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