Adidas' new away jersey, made for the Mexico women’s national soccer team, is dedicated to honoring the country’s coastal waters. It incorporates elements inspired by the famous whale sharks found abundantly off Mexico's Gulf and Caribbean shores and embodies an appreciation for fans on both sides of the border.
With a powerhouse crew that is totally Latina-led crew, both in front of and behind the scenes, the brand partnered with four Latina creators in Los Angeles to showcase their pride in being Mexican Americans living in the City of Angels.
Ashley Sherengo is a cruelty-free content creator from the San Fernando Valley and one of the four mujeres featured in the campaign. She described being able to represent both Mexico and L.A. in this campaign as a special moment for her.
“What made it special was being a part of this all-Latina crew representing the city I was born-and-raised in, while also representing my roots,” she said with a smile. “It’s literally my entire personality. I am so proud of being a Latina, a Chicana, and I rep L.A. 'til the day I die.”
She told L.A. TACO that both of her parents were extremely proud and excited to see her as part of a campaign that represented the country they were born in. Her father is from Mazatlán and her mother is from Guadalajara. When she first told them about it, they immediately told everyone in the family.
“They were happy and proud," Sherengo continued. "I feel like this shoot is representative of the hardships they went through to get me where I am now. I feel honored to be a part of this, and the jersey is so beautiful, too.”
One of Sherengo’s earliest fútbol-fueled memories goes back to when she was a little girl, sitting on her father's lap while the family watched Mexico play against the U.S. team on her uncle's T.V.
She vividly remembers her dad holding her arm up and chanting, “Vamos México!” ("Go Mexico!")
She's watched soccer matches with family and friends many times since then and believes that the sport, whether you are watching the women's league or the men’s, has the power to unite people.
“Soccer just has that magic of bringing people together, because families gather and we make a big deal about it, we cook carne asada, all just to watch a game,” she said. “It's a guaranteed good time and a time to make memories, even if your team loses.”
The chance to represent where her parents were born means everything, but being able to represent her city on such a big platform is an entirely new high. As someone born and raised in L.A., seeing the campaign's chosen shoot locations offered Sherengo the opportunity to show transplants what L.A. really looks like.
“I feel like social media and the influencer world has kind of tainted what L.A. is and I feel like this was a reminder to show what this city really is,” she told L.A. TACO. “And it was a moment to highlight how important Latinos and Mexicans are to the city's culture. We can't talk about culture in L.A. without mentioning Latinos.”
Some of the locations highlighted in the Adidas campaign included the 6th Street Bridge, Placita Olvera, MacArthur Park, and Echo Park. Sherengo said shooting in Echo Park felt like an opportunity for her and the other featured locals to say, as Latinas, that “We are still here,” describing Echo Park as an area of L.A. that has seen growing gentrification and displacement.
Other creators like radio and television host Krystal Bee, who was also part of the campaign, said the entire experience made her emotional.
“I am all about L.A," she said. "I grew up here. I started my career here. So it was special. And representing the women's Mexican soccer league, I mean, it was like all of my worlds coming together. It's surreal because I'm representing my family.”
She said when she told her parents about the opportunity, they were “shook.” Her father is from El Sereno, and her mother was born in Uruapan, Michoacán, but grew up in Lincoln Heights. Naturally, the excitement ran deep through the family.
For the radio host, being able to represent Mexico's Women’s National soccer team through the jersey was also a highlight for her. When she was just five years old she was introduced to soccer by her older sister.
“I just remember Saturday mornings getting ready to go to her games, and I was so young but I wanted to play already,” she told L.A. TACO. “But that excitement of watching her do it and then eventually being able to play when I was seven years old, and now this, it’s amazing.”
Other creators involved in the campaign were proud Zacatecana and L.A. digital creator, Jennifer Torres, and Greisy Hernandez, a mental health advocate. And their all-Latina crew included photographer Alondra Buccio, hair stylist Dominique Lerma, make-up artist Stephanie Madrigal, and fashion stylist Marisa Ledford.
“This city has so much Mexican culture," said Bee. "And we, as Mexican Americans, are so blessed to live in a city that does embrace our culture so much. And this new jersey represents that pride we have.”
You can purchase your jersey here.
