Photographer and creative director Andres Norwood is known for his work that centers identity, culture, and authentic storytelling. This Hispanic Heritage Month, he teamed up with adidas for its Nuestra Cultura Al Mundo initiative, a campaign that highlights skateboarders Jenn Soto and Diego Nájera — two athletes whose stories connect heritage, creativity, and community.
As an Afro-Latino artist, Norwood’s perspective played a key role in shaping the campaign’s visual direction. His approach focused on representing Soto and Nájera’s individual journeys while honoring the broader cultural roots that inform their work and influence. Through his collaboration with the athletes and the brand, Norwood helped create imagery that reflects everyday pride and genuine connection.
In an interview with Blavity, Norwood discussed how he became involved in the project, his focus on representation within Afro-Latino storytelling, and the process of bringing Nuestra Cultura Al Mundo to life.
How did you first get involved with adidas’ Nuestra Cultura Al Mundo initiative, and what drew you to this project?
I was introduced to adidas’ Nuestra Cultura Al Mundo initiative by a marketing contact at the brand named Alana. She’s been following my work for some time and believed I’d be a strong fit for the project, given how deeply I’m involved with Latino communities in New York and Los Angeles—and how my work reflects those environments.
Alana pitched me to Ephraim, another adidas marketing colleague, and I officially joined the team last year. Since then, I’ve been brought back this year to contribute to the new project.
Working on this initiative has been a blessing—creating work that represents my people and the broader Latino community. It was inspiring to collaborate with a team that was open-minded, easy to work with, and truly understood both my perspective and their own. That mutual understanding made the project feel more like a shared mission than a job, and that’s how I got involved.
Recent Comments