“Our Roots. Our Stories.” Delivers PSA to Take Up Space
Month-Long Series Platforms Leading Voices Shaping Latino Culture Today, From Jordyn Woods’ Bridal Manicurist “Nails by Analysse” to Bad Bunny Album Artist “Ugly Primo”
Shoe Palace Announces “Our Roots. Our Stories.” A Showcase of Latino Identity for Hispanic Heritage Month
LOS ANGELES – September 16, 2026 – Shoe Palace, the leading sports fashion retailer offering the hottest curation from global brands in sneaker culture, announced today its biggest campaign to date, “Our Roots. Our Stories.” in celebration of Hispanic Heritage Month. Unfolding across four weeks and more than 80 pieces of original creative, the campaign pairs leading brands with creative role models: Viva La Bonita Founder Rachel Gomez x HOKA; Ugly Primo founder Adrian Hernandez x adidas; Celebrity Nail Artist Analysse Hernandez x New Balance; and Fabrica de Rosas Founder Jaime “Jimmy” Rosas x ASICS.
“We were intentional about choosing people who aren’t waiting for permission to take up space. Each of these creatives is pushing their industry forward while bringing their culture, community and point of view with them,” said Robert Brack, Shoe Palace’s SVP of product, marketing and brand strategy. “We wanted the photography and films to feel just as personal and unapologetic, giving each person the space to tell their story on their own terms.”
“Our partners at HOKA, adidas, New Balance and ASICS aligned with that vision from the beginning and helped us build each chapter around the individual rather than asking the individual to fit the brand,” said Brack.
The campaign reframes heritage through the people shaping Latino culture today, telling four distinct stories across original studio photography, micro-documentaries, curated experiences, in-store activations and exclusive product releases. Together, each chapter builds toward a larger celebration of modern culture, creativity and representation.
Shoe Palace Brings Culture to Life Through Four Distinct Experiences
Throughout Hispanic Heritage Month, the company’s Hollywood store, and Nine Three flagships at Melrose and 9th & Main will transform into cultural hubs for a mix of private and public experiences, each built around the creative world of one of the campaign’s featured voices.
Rachel Gomez x HOKA at Shoe Palace Melrose, Sept. 13
Shoe Palace brings Viva La Bonita’s Rachel Gomez x HOKA to its Nine Three Melrose flagship for The Bonita Brunch, beginning with a private gathering curated by Gomez for women making an impact across fashion, entertainment and philanthropy to exchange big ideas and shared experiences. From 1:30-5 p.m., the celebration opens to the public with hands-on moments of self-expression, including vision boarding and screen printing. Customers can also receive a Viva La Bonita x Shoe Palace tote bag with a qualifying HOKA purchase, while supplies last.
Ugly Primo x adidas, Sept. 19
Shoe Palace and adidas tap Ugly Primo, the Los Angeles artist and creative director whose distinctive visual language has helped shape some of Latin music’s biggest cultural moments, for a high-energy night at Nine Three Melrose where music, art, local flavor and community take center stage. Curated by Ugly Primo, the event will feature surprise live performances and a handpicked lineup of small-business vendors, transforming the store into a celebration of the artists, entrepreneurs and creative voices moving culture forward. Tickets will be extremely limited and announced exclusively through Shoe Palace and Ugly Primo’s social channels.
Nails by Analysse x New Balance in partnership with OPI, Sept. 27
Shoe Palace and New Balance spotlight Analysse Hernandez, known for creating some of the most viral nail looks for today’s leading pop stars, with a private press-on nail masterclass at Shoe Palace Ninth & Main in partnership with OPI. The following day, the celebration opens to the public with the release of a limited-edition Shoe Palace x OPI x Nails by Analysse nail polish set, available exclusively at Ninth & Main with any New Balance sneaker purchase, while supplies last.
Fabrica de Rosas x ASICS, Bike Meet-Up, October (TBA)
Shoe Palace and ASICS bring Jimmy Rosas of Fabrica de Rosas to the Hollywood store for a celebration of Los Angeles cycling culture, custom craftsmanship and Mexican-American pride. Designed as a neighborhood-style family function for bicycle enthusiasts and local riding clubs, the event will center on Rosas building a one-of-one custom bike live in-store, offering an up-close look at the imagination, precision and personal storytelling behind his work. The finished bike will be raffled with a qualifying ASICS footwear purchase.
Meet The Latino Voices Defining A Generation
Analysse Hernandez is a Los Angeles-based Mexican-American celebrity nail artist who has built an impressive career across beauty, fashion and entertainment. After beginning her journey at just 19, Hernandez quickly grew her clientele through social media and word of mouth, eventually working on major editorial, music, red-carpet and celebrity moments. Today, her client roster includes names like Tate McRae, Jordyn Woods, Madison Beer, Kim Petras and Zara Larson, with her work appearing at major cultural moments including the Grammys and Met Gala.
What makes Analysse stand out is her ability to treat nail art as an extension of fashion and personal style, creating work that complements and elevates an entire look. As a young Mexican-American creative succeeding at the highest level of her industry, she represents a new generation of Latino talent taking up space behind some of pop culture’s biggest moments.
Adrian Hernandez is a Los Angeles-based creative director and artist artistically known as Ugly Primo. Rooted in Latino culture, nostalgia and the experience of growing up in LA his work spans art, design, music and storytelling, translating cultural references into a visual language that feels personal and contemporary.
Ugly Primo’s creative work helped define Latin music’s most definitive cultural moments, including artwork for frequent collaborator Bad Bunny, notably “Un Verano Sin Ti” album cover, and more recently for global chart-topping group Peso Pluma’s tours. Through Ugly Primo, Hernandez continues to build a world that celebrates Latino identity with humor, nostalgia and design, creating work that feels culturally specific while connecting with a new generation.
Rachel Gomez is a first-generation Mexican-American creative, entrepreneur and founder of Viva LA Bonita, a Los Angeles-based Latina lifestyle and streetwear brand. Raised in Pacoima, Rachel created Viva La Bonita after recognizing a lack of authentic Latina representation within the fashion and streetwear spaces she was working in.
Gomez draws inspiration from the women, language, humor, family and culture she grew up around, using Viva La Bonita as a platform to celebrate Latina identity while encouraging women to take up space, dream bigger and feel represented. What began as hand-printed T-shirts has grown into a recognizable brand and community of “Bonitas” built around culture, confidence and connection.
Jaime “Jimmy” Rosas is the founder of Fabrica de Rosas is cult-favorite bicycle studio based in Los Angeles. A Mexican-American cyclist and bike builder with deep roots in L.A.’s cycling scene, Rosas got his start at the influential Golden Saddle Cyclery, where he worked for nearly a decade. Upon the store’s sudden closing, Rosas created a space of his own that felt both representative of Latinos and welcoming to LA’s Black and brown cycling communities, a gap that needed to be filled across the region’s bike community.
Today, Fabrica de Rosas is more than a traditional bike shop, it’s a destination known for bringing together custom bicycle builder enthusiasts, platforming Mexican-American design, identity and community. Rosas regularly speaks about growing up riding in LA without feeling like the cycling world had a space specifically for people like him, which became part of the motivation behind Fabrica de Rosas.
ABOUT SHOE PALACE
Founded in 1993 as a single store in California, Shoe Palace has grown into a leading footwear and apparel retailer with nearly 250 locations across the United States, known for its curated selection from brands such as Nike, Jordan, adidas, New Balance, and more. The company is recognized for delivering the “Ultimate Experience” in sneaker retail through elevated store environments, community-focused events, and a commitment to storytelling and culture at every touchpoint.
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