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.

Photo: Courtesy Photo Provided by adidas

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.

As an Afro Latino creative, how do your own experiences shape the way you approach storytelling and representation in your work?

As an Afro Latino creative, my storytelling approach is deeply personal and layered. My work centers on education, visibility and representation. Too often, Latino and Afro Latino stories aren’t told the way they should be—especially because of limited visibility in mainstream media. Afro Latinos are particularly underrepresented in television and other outlets. My goal is to highlight our experience and foster unity across Latino spaces to create art with deeper purpose.

I always try to spotlight communities that reflect my heritage—Afro Latinos included. I’ve had to navigate my own identity, being both Mexican and Black in California, where Latino diversity was limited. Over time, I educated myself and gained confidence in embracing both parts of who I am. That confidence fueled my mission to educate others through my art and build bridges.

A pivotal moment for me was visiting Oaxaca, where I met others who shared my Afro-Mexicano roots. That experience reminded me of the power of storytelling—it can empower, unify and heal. It also deepened my commitment to addressing colorism within the Latino community, which is a harmful divide that we need to confront.

Ultimately, my work aims to educate, uplift underrepresented voices, and foster a more inclusive narrative for all Latinos.

In your opinion, what does everyday pride look like within the Afro Latino and broader Latino experience?

I believe daily pride looks like confidence, community and self-understanding. That confidence is rooted in education—learning our history and recognizing how our Black and Latino roots are intertwined, and how we share a common heritage. We should never be ashamed of who we are or what we represent.

In today’s world, it’s vital for Latinos to stand tall, be proud and come together. We can’t let outside forces diminish our humanity or silence our voices. Carrying our pride with us—wherever we go—helps us support one another and advocate for a more inclusive future.

How did you collaborate with adidas and the athletes to ensure their personalities and cultural roots were authentically reflected?

When developing the concept for Nuestra Cultura Al Mundo, we were intentional about representing the athletes authentically. Our main goal was to honor each athlete’s cultural background and ensure their stories were told with accuracy and care.

We held multiple calls with the athletes to co-create a concept that truly aligned with who they are. A key part of this process was getting to know them beyond the surface—understanding their roots, values and the stories they wanted to share.

We also brought in their familias, knowing how important family is in their lives. That’s why we invited Jen Soto’s and Diego’s families to be part of the shoot—it brought everything full circle.

This project was especially meaningful because it spotlighted Puerto Rican and Mexican culture through Jen and Diego’s perspectives. The adidas team made everything feel smooth, collaborative and supportive. Their approach helped us bring this vision to life while honoring everyone’s individuality.

Looking ahead, how do you want to continue building platforms or spaces for authentic storytelling through your work?

Most of my work is grounded in building genuine, authentic relationships. When I connect with people on a real level, I’m able to tell stories that reflect their culture and truth in respectful, intentional ways.

In the past, I’ve worked with community-driven platforms like Migos Events to host art shows and gatherings for the Latino community in New York. Moving forward, I want to grow those relationships and offer others space to share their stories—whether that’s through art or other creative mediums.

I’d love to continue exploring opportunities with adidas to create more spaces that amplify storytelling. At the end of the day, my focus is always on a larger purpose: bringing us together so we can collaborate, create and represent our diverse experiences in unity.