For Mi Gente 23, Cons rider Erick Herrera is highlighted. After getting to know him, we learned that his family is the foundation for his strength and success. His story mirrors the story of other Latinos in the US.

Family is the root of our strength and optimism. As a first-generation Latin American family, the Herreras are creating new traditions for a bright future, cultivating an attitude of positivity and resilience. 

The imagery's tones mirror an earthy palette, reflecting the colors of the LHM product designed by Latin American Converse designers. The tree plays off the “rooted” language. A frame is added to the imagery to nod to ornamental family picture frames found in our mothers’ and grandmothers’ homes.