The Sneaker Market has a New Player and Yuri Vega is Playing to Win

an image of yuri vega from holo footwear

When Yuri Vega and Rommel Vega launched their footwear brand Holo Footwear two years ago, they had no idea where their journey would take them. Latina footwear ownership is almost non-existent and where it does exist, the products are often fashion shoes. Yuri and her partner decided to take on the extremely male-dominated sneaker market instead.

Not only did they choose to enter a very competitive market, but they took it a step further (pun intended) by deciding to make their products sustainable so that people don't have to choose between style, comfort, or mother Earth.

The path Yuri has taken is nothing short of inspiring and we hope she inspires other Latinas to walk in her shoes, literally.

This interview has been lightly edited for clarity and flow.

LM: Yuri, we're so inspired by your journey. Tell us about yourself and Holo Footwear.

holofootwearinc.com

YV: I love to adventure and spend time exploring the outdoors. I was introduced more officially to the outdoors as an adult when I started camping with friends in Michigan. I also worked for an outdoor brand for a few years which also really exposed me to what the outdoors can be.

During my outdoor adventures I didn’t see a lot of people who looked like me and I always thought that it was such a shame because I knew the positive impact that being outside in fresh air can have on a person. I always hoped that one day I would see more diversity during my outdoor adventures.

Fast forward a few years later after having worked in the footwear industry for 17 years, my now husband and I decided we would start our own footwear brand that was completely sustainable (made 100% with recycled materials) and the story for Holo was born.

Sustainable footwear with an outdoor/causal/fashion spin….attainable, sustainable and with one of the focuses being to inspire and motivate people to get outside. I also set out to make the outdoors less intimidating. We are using this platform to help make the outdoors more diverse.

LM: What inspired you to embark on your entrepreneurial journey and start your business?

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YV: I saw a big white space and an opportunity in the footwear industry for a brand that is completely sustainably made, at attainable prices, beautifully designed, with a unique story and perspective. When the idea was born, I had been in the industry for a few years and knew that my background and experience in the industry prepared me to take that next leap forward to launch a brand. The idea to start something from scratch was exciting, and the passion and desire to succeed doing something I love really inspired me to embark on this entrepreneurial journey.

LM: If you could advise aspiring entrepreneurs, what would you tell them?

YV: My advice is to just go for it. Bring your idea to life. Don’t be afraid of the unknown or of failure. One of the mottos I live by is not to regret not having done something…at least give something a try and do it with all your heart because even if you fail, you will be ok, and it will only be a chapter in your story worth telling. 

I think a lot of people have a lot of great ideas for a business or product but don’t bring it to life because there are so many obstacles. Some are our own fears, and some are because a lot of people know that entrepreneurship can be difficult. Believe in your idea, push past the fears, surround yourself with people who can support you, and go all in. 

You don’t have to know it all; most of the time, you'll learn as you go.

LM: As a Latina business owner, what unique challenges do you face?

Credit: Holo Footwear

YV: Whether you own your own business or work for a corporation, I face a lot of the same challenges that many women do. There is a lot of pressure to prove yourself as an entrepreneur or business owner, especially in the footwear industry which can be very male dominated and not very diverse. I do see a lot more women in leadership roles in the industry compared to my earlier years in the industry, but there continues to be a lack of diversity. 

There is also a notion that if you are a woman entrepreneur, you have to work yourself to the ground to be able to somewhat balance all your important roles such as being a mom, a daughter, and a business owner. I'm navigating a whole new territory where I don’t have a pattern to go off. I am balancing and managing a lot of different roles on top of running a company which I’ve never done before, so it’s a learning process, and I remind myself often to be patient in the process of navigating it all.

LM: Where can we follow you and stay updated on your exciting business adventures?

www.instagram.com

www.holofootwearinc.com

Instagram: @holofootwear

May 1 is referred to as May Day, International Workers’ Day, or simply Worker’s Day. It’s a day for working-class people to celebrate their achievements and reflect on how much progress has been made for everyday workers. However, it’s also a reminder of how much further U.S. workers still have to go regarding workers’ rights and overall quality of life.

The U.S. ranks dead last in worker benefits among all developed countries, and the wage gap is still a major issue, especially for women. Latina women working full-time in the U.S. find that the wage gap is even larger for them. According to the National Women’s Law Center, Latinas only make 57 cents for every dollar a man makes year-round. Of course, the Latina wage gap varies greatly by state. Latinas in California get the shortest end of the stick by earning 44 cents for every dollar a man makes.

Working hard but earning half has been a reality for many Latinas in the U.S., and having a college degree isn’t a shield from that. The National Women’s Law Center has reported that, compared to white men, Latinas may lose over $1.2 million over a 40-year career because of the wage gap. For Latinas with progressional degrees, that figure rises to nearly $2.5 million. The disparity is undeniable.

In a country where labor exploitation is high, and worker satisfaction is low, this day is a good reminder for everyone, especially Latinas, to continue to advocate for better wages and better working conditions.

International Workers’ Day and Why It’s Needed

International Workers’ Day, or May Day in other countries, is rooted in the labor movement of the late 19th century, which gained momentum after the Haymarket Affair. This happened in Chicago in 1886, when workers went on strike on May 1 to demand an 8-hour working day. They rallied peacefully but were met with police brutality. On May 4, during a rally at Haymarket Square, someone threw a bomb at police officers who were dispersing the crowd, leading to chaos and violence. Police officers and civilians were killed, and up to 40 people were injured.

The Haymarket Affair became a symbol of the struggle for workers' rights. While it led to more government crackdowns on labor organizations, it also inspired solidarity among workers in the U.S. and beyond as they continued to push for labor reforms. In 1889, The Second International, a federation of socialist and labor groups, designated May 1st as International Workers' Day to commemorate the Haymarket Affair and celebrate workers. Since then, May Day has been associated with the labor movement and the fight for workers' rights, including demands for fair wages, safe working conditions, and the right to organize.

It’s worth noting that, during the Cold War, the holiday was embraced by communist countries like the Soviet Union. May Day became a major holiday not just in the Soviet Union, but in other Eastern Bloc countries. As a result, the holiday became associated with communism, so anti-communism led to the suppression of May Day’s association with labor movements in the U.S.

This is why even if May Day has roots in the American labor movement, the U.S. doesn’t officially celebrate May 1st as International Workers’ Day. Instead, the U.S. established Labor Day in 1894, which is observed every year on the first Monday of September, and Canada followed suit. Similar to May Day, Labor Day resulted from a violent clash between workers and police during the Pullman strike, which triggered a crisis. This prompted President Grover Cleveland to sign the holiday into law, presumably to maintain the support of the working class.

The day is now recognized around the world with marches and demonstrations. The holiday serves as a poignant reminder of the progress achieved through relentless activism and solidarity. From the implementation of the eight-hour workday to the establishment of labor rights, workers’ movements have won significant victories for the working class. However, the stark reality is that there are still persistent issues to address. One of those persistent issues is the gender wage gap and how it affects Latinas.

The Ongoing Challenges for Latinas

There’s no denying that the fight for gender equality in the workplace has generated more interest in recent years, but the battle is ongoing. In 2023, women were still paid 21.8% less than men on average, even when things like comparable education and work experience were accounted for. For Latinas, the challenges in the workplace are even more formidable because there are more harmful systemic barriers in place that affect them disproportionately.

Statistics reveal a persistent truth: Latina women earn substantially less than men and white women. According to the Lean In Institute, Latinas make 46% less than white men and 26% less than white women.

May Day reminds U.S. workers to confront these injustices head-on and continue demanding fair pay and benefits that improve their quality of life. Addressing the wage gap requires legislative reforms and changes in workplace policies, but it also requires a cultural shift. Any meaningful change to policy that occurred in the U.S. happened only when there was also enough public pressure to get politicians to move in that direction.

Fostering solidarity in the Latino community and standing together is key to amplifying the collective voice and engaging in transformative action. For example, sharing stories highlighting the disparity for Latina women can be a powerful way to pressure employers and policymakers. It’s also a great way to empower and inform one another.

Before social media, the public didn’t have as much access to information about market salaries, negotiation techniques, etc., and more as is available today. There also wasn’t easy access to communities that provide guidance and support when it comes to navigating job opportunities, salary negotiations, and career advancement. Today, this kind of support is only a few clicks or taps away, and it does make a difference.

A version of a U.S. economy where Latina women are compensated fairly for their work and are also treated with dignity and respect in the workplace does exist. Latinas are a powerful, talented community that’s fighting its way towards change. As the community continues to evolve, it won’t be surprising to see these harmful statistics begin to shrink.

In Mexico, Día del Niño (Children's Day) is a commemorative day that honors children and promotes their well-being. Since 1925, the country has been celebrating children on April 30 through many different activities and events to entertain, educate, and bring joy to little ones. This day recognizes how important children are in society and also how essential it is to provide them with a healthy, well-adjusted childhood they can look back on. Día del Niño is also committed to promoting literacy through cultural activities and parent involvement.

On the topic of a healthy, well-adjusted childhood, we have to talk about the fact that not all children get that privilege. The ideal parent/child dynamic consists of parents providing the care children need so they can focus only on learning and enjoying the process of growing up. However, not all parents have the mental stability, emotional maturity, health, and/or resources to provide that, resulting in parentification.

Parentification 101

Parentification happens when parents rely on children for emotional and/or practical support. In other words, the roles are reversed; the child becomes the provider of emotional, physical, and/or mental support. Parentified children often take on adult responsibilities like caring for siblings or parents, housekeeping, household chores, paying bills, and more.

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Parentified children also assume the responsibility of listening to parents vent about their problems, offering advice, mediating between parents or family members if the relationship is volatile, and, generally, providing emotional support. Parentified children do all of these things before they’re even developed enough, but they have to. This is known as “growing up too fast,” and while this level of adaptability can seem impressive, it often leads to trauma.

Parentification in the Latino community

In 2015, a study set out to examine the implications of race/ethnicity and gender on parentification. They worked with 977 college students who had a history of parentification and found that males had a higher level of parentification than females across all racial/ethnic groups. Moreover, they found that Latinos and Blacks had a higher level of parentification than white Americans.

Unfortunately, parentification is very common in the Latino community, especially among first-generation children of Latino immigrants. The most common example of parentification in the Latino community is the “translator child,” who serves as the language mediator between parents and the outside world. In this role, children get exposed to issues and information beyond their years. That may include legal problems, medical problems, debt, bills, and so much more.

The unavoidable result of parentification is that children develop trauma that can manifest in many different ways. For example, they may develop an insecure attachment style due to the lack of support and structure at home. This has repercussions later in life because our attachment style affects how we approach relationships. In the case of insecure attachment, it can make it difficult for them to develop deep emotional connections as adults.

Parentified children may also suffer from anxiety, depression, and even anger management issues throughout their lives. Moreover, because they didn’t have anyone to turn to for help during their formative years, they may develop ineffective coping skills, which affects how they interact with the world around them. Not just as children, but also as adults.

Healing your parentified inner child

While the trauma of parentification is difficult, it doesn’t have to be a lifetime issue. The journey to healing from parentification is through inner work and therapy. In the Latino community, mental health is often stigmatized, but it’s important to break the code of silence around it and break the pattern to find healing.

The first step is the most difficult because talking about your childhood as a parentified child makes many feel guilty, ungrateful, and critical of their parents. However, loving and respecting your parents doesn’t mean it’s wrong to acknowledge the things they did that hurt you. Acknowledging them will allow you to understand your experiences in a way you weren’t able to as a child.

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Image shared by realpixc on Instagram


Image shared by realpixc on Instagram

Image shared by realpixc on Instagram


Image shared by realpixc on Instagram

Image shared by realpixc on Instagram


Image shared by realpixc on Instagram

Image shared by realpixc on Instagram


Image shared by realpixc on Instagram

Image shared by realpixc on Instagram


With understanding often comes the need for open communication with your parents. If you’re able or willing to seek those conversations, understand that they won’t be easy. Your parents will have a different perspective and they may (often inadvertently) try to invalidate your experiences by saying that they had it worse. If they do that, avoid seeing it as an attack and take it as an opportunity to ask them about it.

More often than not, parents also have trauma they need to heal from, and approaching the conversation with grace can help them as much as it can help you. Moreover, it’s important to create healthy boundaries with your parents. Parentified children often continue the role well into adulthood with their parents being highly dependent on them. Setting limits is part of your healing and breaking the habits you’ve been maintaining your entire life.

It’s also essential to let go of the guilt of wanting to heal from parentification. It may feel like you’re abandoning your parents or being selfish or a bad daughter or son, but you’re not. You’re just working on balancing the scales, fixing your codependent relationship with your parents, and seeking your own freedom so you can live your life as an adult to the fullest.

On this Día del Niño, we encourage you to seek healing by acknowledging your parentified inner child and holding space for it. Also, we encourage you to celebrate children and champion their childhood in any way you can, whether you’re a parent, sibling, aunt or uncle, grandparent, godparent, etc.

Luz Media

When people think of exercising, their minds might immediately go to running, indoor spin, a HIIT boot camp, pumping iron at the gym, and more. Dancing rarely makes the top 5 when searching for top exercises, but it should! It’s not just an art form, it’s a whole-body exercise that can make you feel amazing. But dancing doesn’t just benefit your body, it also benefits your mind and even your soul. Not to mention that it’s a valid form of exercise for people of all ages that’s so fun, it doesn’t even feel like exercise.

Dancing promotes better brain health

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Dancing isn't just a workout for your body; it's also a workout for your brain! Research shows that busting a move can actually boost your memory and keep dementia at bay. Imagine getting better at remembering where you left your keys! Wouldn’t that be great? Plus, challenging yourself to master choreographies works your brain in all the right ways, improving your planning and organizing skills. Who knew shaking your booty could make your mind sharper too? The more you know…

It can make you more flexible

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Say goodbye to feeling stiff as a board! When you dance, you learn to move your body in ways you didn’t think possible for you. Dancing loosens up the joints and stretches the muscles, so it can improve your flexibility overall. It can also improve your mobility, which is particularly important as we get older.

Dancing melts the stress away

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Feeling stressed, overwhelmed, or grumpy? Just dance it out! It’s amazing how quickly a little dancing session or workout can give you a boost of feel-good hormones. Sometimes, that’s all you need to get through the day or just give your mind a break. Dancing can be liberating, and it can feel like hitting the reset button in your mind. Once you’re done, you’ll have a bit of a clearer head and a better disposition to tackle whatever made you stressed or grumpy in the first place.

It can help with depression

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The thing that makes dancing so effective as a stress management strategy also makes it helpful if you’re dealing with depression. Dancing to upbeat songs is a natural way to increase your levels of serotonin. That’s why this activity never fails to lift our spirits, whether we’re doing it alone in our rooms, with a partner, or with a group of people. Combined with therapy work and other strategies, dancing can help you manage depression and other forms of mental health conditions.

Dancing can help you reach your weight loss goals

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If you’re working on shedding a few pounds and you often get bored with cardio workouts on the treadmill, dancing is a good alternative. For example, Latin dance classes may look easy, but you’ll work your entire body, and you’ll be sweating as much as you would on a stationary bike, treadmill, or stair master—if not more! Combined with good nutrition and a healthy lifestyle, your weight loss goals will be easier to achieve.

You’ll get a burst of energy

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Sometimes, we need a little pick-me-up, but we’ve already had too much coffee. Instead of having another cup of joe, why not play your favorite songs and get moving? Regular dance sessions will not only boost your physical performance but also give your energy levels a boost. When you’re done dancing, you’ll feel ready to take on the world or, you know, to just finish your work for the day, which is also a big feat.

Dancing can improve your cardiovascular health

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Dancing is good cardio and a form of endurance exercise, so it’s linked to improving heart health. Studies have found that dancing makes it likely to die from cardiovascular disease because it improves cardiovascular endurance. If you want to have a stronger heart, adding dancing to your daily routine is one of the habits that will help you achieve better heart health.

It will improve your coordination, balance, and strength

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When you’re dancing, you’re feeling the music, and you’re just in the zone. You don’t realize that with every twist and turn, you’re working on your coordination, balance, and strength. Dancing works your body from every angle, so all your muscle groups get involved in one way or another. Improved coordination, balance, and strength will help you in your everyday life because they’re essential for movement.

Dancing offers artistic expression

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Dance isn't just about following steps; it’s interpreting and feeling the music, it’s telling a story with your body. Whatever music genre you prefer to move to, dancing will allow you to express yourself in an entirely different way. Whether you're into urban, ballet, cumbia, ballroom, or anything in between, there's a dance style for everyone, and every style has a unique expression. We recommend you explore as many styles as possible to find the one that makes you feel the most alive.

It gives your self-esteem and confidence a boost

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Because dancing is all about learning how to move your body to express yourself, it’s a great way to improve your self-esteem and confidence. Every time you master a new dance move, you will feel great about yourself and your abilities. With that comes a sense of self-assuredness and confidence in your body. That will feed and strengthen your self-esteem, and even help you overcome body image issues.

Luz Media

It’s National Superhero Day. Whether you’re a fan of superhero comics, movies, or TV shows, you’ve probably noticed there isn’t much Latino flavor to speak of. That’s not because Latino and Latina superheroes don’t exist, it’s simply because their stories don’t get much of the spotlight. Things are changing on that front as audiences seek more diversity in their media. To highlight that, here are 15 Latina superheroes you should know about:

Elena Rodríguez aka Yo-Yo or Slingshot

Character of Marvel

Elena Rodríguez, also known as Yo-Yo or Slingshot, is one of Marvel’s superheroes. She appeared for the first time in 2008 in the comic “The Mighty Avengers” and then she was interpreted by Natalia Cordova-Buckley in the show “Agents of S.H.I.E.L.D.” This character is of Colombian descent and she’s kind of a reluctant hero because she’s much more interested in helping her community than the world at large. However, she has a compelling journey where she becomes one of the best S.H.I.E.L.D. agents. Inspiring, especially for Latina girls!

Yolanda Montez aka Wildcat

Character of DC Comics

Yolanda Montez, also known as Wildcat, was part of DC’s attempt to diversify its lineup of superheroes in the 80s. In the comics, she’s a legacy superhero and took up the mantle of Wildcat after the death of Ted Grant. However, there was no consistent place for the character in the comics, and she was eventually killed off. Wildcat was brought back for DC’s “Stargirl,” a 2022 show where an unlikely group of young superheroes come together to defeat a villain. Montez’s character battles with Catholic guilt and gets caught between her Mexican culture and her friends’ culture; a struggle that many young Latinas in the U.S. can relate to.

Anya Sofía Corazón aka Spider-Girl

Character of Marvel

We know that with great power comes great responsibility. Of Mexican and Puerto Rican descent, Anya Sofía Corazón was the first Araña and the third Spider-Girl in the Marvel comics. As Spider-Girl, she got her powers after being caught in a fight between two mystical clans called The Spider Society and the Sisterhood of the Wasp. She was fatally wounded, but a sorcerer from The Spider Society transferred some of his powers to her, which included enhanced strength, agility, and the ability to grow a blue exoskeleton to protect herself. Anya briefly appeared as Spider-Girl in “Spider-Man: Across the Spider-Verse,” and most recently, she had her first live-action appearance in the film “Madame Web,” played by Peruvian-American actress Isabela Merced. We hope to see more of her in future films.

Kendra Saunders aka Hawkgirl

Character of DC Comics

Kendra Saunders, also known as Hawkgirl, is another DC superhero and she comes from a line of reincarnations from the angel Shrra. Kendra is a Latina (rebooted as Afro-Latina in 2011) who gets her powers after she dies by suicide and becomes a vessel for the soul of Shiera Sanders Hall, the Golden Age Hawkgirl. When Kendra comes to, she has all of her memories but none of Sheira’s memories, only her powers. She was brought to life by Ciara Renée in “DC's Legends of Tomorrow,” and Isabela Merced will play her in James Gunn’s “Superman: Legacy.” It will be fun to see another Latina superhero on screen!

Molly Hernandez

Promotional image of Runaways (TV series)/Season Three

Molly Hernandez is a character in “Marvel’s Runaways,” and she’s a reimagined version of the comic book character Molly Hayes. This new version of the character makes Molly Latina, but her exact ethnicity is unknown because her parents died when she was young and then she was adopted. It’s important to acknowledge the lack of effort put into her Latinidad for “Marvels’ Runaways,” but there’s potential for development in future projects. Molly is played by Allegra Acosta and she has superhuman strength and durability. She’s as strong as the Hulk or Thor, and her story is very compelling because she joins the Runaways, a team of fugitive superheroes, after discovering her adoptive parents are villains. Because she doesn’t know anything about her origins, the theme of connecting with her Latina culture and navigating her duality is a big part of her character arc.

Marisol Ríos De La Cruz aka La Borinqueña

Character created by Edgardo Miranda-Rodriguez

Marisol Rios De La Luz is a Latina superhero created by Edgardo Miranda-Rodriguez. Marisol is a Columbia University undergrad student majoring in Earth and Environmental Sciences. While she takes a semester abroad at the University of Puerto Rico, she explores the caves of Puerto Rico and finds five crystals that untimely give Marisol her powers — strength, the power of flying, and control of storms. Her story is one of self-discovery as she connects with and embraces her Afro-Puerto Rican identity. As a superhero, she focuses on solving environmental issues in Puerto Rico and the people embrace her as their vigilante.

Claire Temple

Character of Marvel

Claire Temple is a character from the show “Marvel’s Daredevil” and she’s played by Rosario Dawson. She’s loosely based on Night Nurse, a character from the Marvel Comics. In the show, Claire Temple is a former night shift nurse of Cuban descent. She provides medical assistance not only to Daredevil but also to Jessica Jones and Luke Cage, other characters who also defend and protect the city. She doesn’t only provide medical attention, she’s also the moral backbone of the group, helping characters be better. She’s a kind of quiet hero and she represents all those people who work late hours to make sure we get help when we need it most.

Renee Montoya aka The Question

Character of DC Comics

Back to the DC Universe, we have Renee Montoya, one of the most interesting Latin superheroes in recent years. Her journey began on “Batman: The Animated Series” and she became so popular that she was introduced to the Batman comics as well. She’s a great detective, but there’s a dark side to her due to her destructive behavior. Following the death of a work partner, she seeks spirituality with The Question, a mystical entity. When The Question dies, he leaves the costume and name to Montoya. She provides representation for queer Latinas and is quite a complicated character in her ambiguity.

Jalisco

Character of Latinasuperheroes

Jalisco is one of the more creative Latina superheroes on the list because she’s a crime-fighting folklorico dancer on a mission to save her mom from the violent femicide happening in Mexico. Created by Chicana writer and Director Kayden Phoenix, Jalisco is a graphic novel that follows a young girl as she’s taken under the wings of a band of Adelitas, who prepare her to fight against Malinche, the fictional character behind the femicide. Phoenix has created an entire universe of Latina superheroes, the first of its kind, where each Latina superhero fights for a specific social justice cause. They also band together and create the “A La Brava” team. Kudos to Phoenix for bringing much-needed diversity to the space of graphic novel superheroes!

Jessica Cruz aka Green Lantern

Character of DC Comics

Jessica Cruz is half Mexican-American and half Honduran-American, and she’s one of the sworn protectors of the Earth. She's the first female representative of the Green Lantern Corps on Earth, which is pretty cool. Jessica’s story is quite compelling because she deals with intense PTSD due to a traumatic incident in her past and her character arc is all about overcoming that fear so she can do good for other people. It’s a very inspiring story in DC comics, and we hope it gets an adaptation someday.

Maya Lopez aka Echo

Character of Marvel

Maya Lopez, also known as Echo, from the Marvel Universe. She’s one of the few deaf characters and her powers are pretty cool because she can mimic any physical action, hence her name. She’s a highly adaptable character, so she can take on powerful enemies by adopting their fighting style. Her mother is Latina while her father is Cheyenne, representing Latino and Indigenous communities, as well as the deaf community. Echo will have her own series on Disney+ later this year, so keep an eye out for that.

Supergirl

Character of DC Comics

Supergirl is a DC superhero and she was introduced to the universe in 1959. Supergirl is not Latina, but one of her precursors was. In the comic Superboy #5, Superboy meets Queen Lucy, a monarch from Borgonia, a fictional South American country. She flees to Smallville to escape the control of Count Norvello. There, Superboy befriends her and one day she helps him handle some crooks, prompting people to believe there’s a Supergirl. The story takes off in the newspapers, so Superboy uses his powers to make her seem superhuman. Eventually, she goes back to Borgonia to reclaim her throne. Most recently, Supergirl was portrayed by Colombian-American actress Sasha Calle in the film “The Flash,” a refreshing break from the white blonde women who usually bring the character to life in adaptations.

America Chavez aka Miss America

Character of Marvel

Miss America, Marvel’s lesbian Latina superhero, first appeared in 2011 in a limited series titled "Vengeance." Born in a Utopian Parallel outside of time and reality, Chavez was raised by two superpowered mothers. By absorbing the energy of a being called the Demiurge, Chavez can travel in time and to different dimensions, fly, and enjoy super speed and strength. After her mothers were killed protecting Utopia from destruction, America ran away to Earth, where she was adopted by a Puerto Rican family in the Bronx. Miss America is one of the most powerful female superheroes in the Marvel Universe and she provides representation for queer Latin Americans. She was brought to life for the first time by Mexican-American actress Xochitl Gomez in the film “Doctor Strange in the Multiverse of Madness,” and we can’t wait to see more of her.

Lúz La Luminosa

Character created by Edgardo Miranda-Rodriguez

Lúz La Luminosa is a Chinese-Dominican superhero, and she’s La Borinqueña’s best friend. Also created by Edgardo Miranda-Rodriguez, this character goes on solo adventures and has the power of bioluminescent energy, which allows her to create force fields. Lúz also has endometriosis, a condition that affects 1 in 10 women and is characterized by symptoms like pelvic pain, painful periods, pain during sex, and even infertility. We see Lúz managing her condition as she goes about her life and patrols the streets to protect people, making her a symbol of resilience and female empowerment. Her endometriosis is a big part of her identity, providing much-needed representation and visibility for a condition that’s often misunderstood and overlooked.

Bonita Juarez aka Firebird

Character of Marvel

Last but not least, we have Bonita Juarez, also known as Firebird. She’s one of the most notable Latina superheroes in the Marvel Universe and one of the most prominent Latina characters in the comics. Bonita is a social worker and a devoted Catholic who comes into contact with a radioactive meteorite while walking the deserts of Albuquerque, New Mexico. She survived the encounter, but the radiation altered her DNA, giving her the ability to fly and the power to generate heat and flames. Believing her powers were a gift from God, she named herself Firebird and dedicated her life to protecting people in the Southwest.

Luz Media

In a new summer series, “Latinas Who Lead,” we’re highlighting Latinas who are at the forefront of social justice movements in the United States, advocating for change and equality in many different ways. From civil rights to environmental justice to entrepreneurial equity, you can bet passionate Latinas are making a significant impact in their communities and beyond. To give them well-deserved recognition and offer sources of inspiration for your own advocacy and activism, here are the first 5 Latina leaders in our series:

Marisa Franco

Photography courtesy of Marisa Franco

Marisa Franco is a prominent Latino rights advocate and community organizer based in Phoenix, Arizona who fights for immigrant rights. She’s known for organizing campaigns and protests against deportations, detention centers, and discriminatory immigration policies, such as the #Not1MoreDeportation campaign back in 2014. She’s also the co-founder of Mijente, an online organization that serves Latino and Chicano activists, helping them organize their efforts to dismantle systems of injustice and inequity.

The organization has achieved some significant gains against the prison industrial complex, which makes billions of dollars a year through the mass incarceration of Americans and immigrants. Their #notechforice campaign addresses the predatory ways tech companies are making millions of dollars by violating civil rights and allows communities to support the efforts through petitions and other easy actions. They also have a petition tool where anyone can start their own petition for a cause they want to support.

Alejandra Gómez

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As a daughter of Mexican immigrant parents, Alejandra Gómez realized very early on how broken the U.S. immigration system is. This planted the seed of passionate activism that eventually led her to become one of a cadre of highly effective and dedicated Latina community organizers in the state of Arizona.

In the wake of the disastrous SB1070 law in 2010, known as the “show me your papers” law, that allowed Arizona law enforcement to stop and detain anyone at all just for “appearing” to be in the U.S. without proper documentation, Gómez joined thousands of activists who refused to allow her community to be terrorized by the state. The law was partially struck down just two years after then-Governor Jan Brewer signed the bill into law.

Gómez continued to focus her efforts on immigration rights and community justice and helped organize large-scale efforts to empower Latinos to vote and understand that when enough people come together, their collective actions are powerful and influential.

As the Executive Director of the Arizona Center for Empowerment and LUCHA, she’s been involved in many high-profile community wins, including the ousting of controversial Sherrif Joe Arpaio. More recently, through organizing efforts, she helped get abortion protections on the 2024 ballot and helped secure 150 million dollars for the Arizona Trust Fund to address the affordable housing crisis.

Ana María Archila

Photography courtesy of Ana María Archila

Ana María Archila, of Colombian descent, got a lot of national attention back in 2018 during the confirmation hearings for Supreme Court Justice Brett Kavanaugh when she confronted Senator Jeff Flake in an elevator about sexual assault. She’s a dedicated advocate for women’s rights, immigrant rights, worker justice, and LGBTQ rights. She leans heavily on political engagement and grassroots organizing to empower immigrant communities, low-income communities, and women of color.

She’s led several national organizations, including the Center for Popular Democracy and Make the Road New York, where she significantly increased the influence and presence of their members across the United States. As if that wasn’t enough, she ran for Lt. Governor of New York in 2022.

Archilla is now the Co-Director of the New York Working Families Party, where she’s focused on building a multiracial working people’s political party that can enact an agenda that creates real material change for working people in the U.S.

Carmen Perez

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Carmen Perez is a Chicana feminist and a devoted activist fighting for civil rights, women’s rights, gender equity, community policing, violence prevention, and more. She’s the CEO of The Gathering for Justice, a nonprofit focused on ending child incarceration and the racial disparities that plague the criminal justice system in the U.S. Perez was also one of the co-chairs of the 2017 Women’s March, the largest single-day protest in the history of the country for women’s rights. Women’s March continues to this day, organizing events around the country to create change.

Raised in Oxnard, California, she frequently returns to her roots to help lead or participate in community events that empower local youth and adults alike. She recently told the VC Star, “Good trouble is when you are out there with people that you love making sure that justice prevails.” She punctuated the words with a laugh. “I find myself getting into good trouble often.”

Cristina Tzintzún Ramirez

Photography courtesy of Cristina Tzintzún Ramirez

As the co-founder of the Workers Defense Project and founder of Jolt, Cristina Tzintzún Ramirez has been a tireless advocate for the rights of immigrant workers and Latino youth her entire adult career. Her activism is focused not only on immigrant rights but also on voting rights, universal healthcare, climate change, economic justice, fair wages, fair working conditions, and more.

She’s led successful campaigns for workers’ protection, immigrant rights, and voter mobilization, driving positive change at a local and national level. Many of these campaigns are notable for their creativity and focus on culture. While at Jolt, she helped lead the #PoderQuince campaign, which helped young quinceañeras use their 15th birthday parties as a platform to register and mobilize Latino voters. It’s well known that quinceañera parties are steeped in culture and community, and by leveraging these gatherings, they were able to register and activate tens of thousands of new Texas voters.

To expand her activism Tzintzún Ramirez co-authored a book, “Presente! Latino Immigrant Voices in the Struggle for Racial Justice” in 2014, and ran for the U.S. Senate in 2020 in her home state of Texas. She’s currently the Executive Director of NextGen America, the nation’s largest youth voting rights organization.

These five Latina activists are contemporary examples of resilience, passion, and dedication. Their efforts are a source of inspiration and empowerment in the Latino community, and they’re leading the next generation of Latinas fighting for justice and equality. Keep an eye out for the next installment in the series and join us in getting to know more of these impactful Latinas.

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College students are rising up across the country to protest the ongoing genocide of the Palestinian people in Gaza and the lack of action from global governments. After the initial October 7th attack on Israeli people that resulted in an estimated 1,200 deaths, an estimated 42,000 Palestinians have been killed in response, with over 15,000 of those killed being children. The Palestinian death toll count is an estimate for various reasons, including an unknown number of bodies that are still under the rubble, decomposing bodies in unsafe areas that can’t be searched, and the lack of access to a government source that can accurately account for Palestinian citizens.

The University of Southern California (USC) protest is one of many now featured in heavy news coverage due to the clashes between students and law enforcement. USC protests first began after the university decided to cancel valedictorian Asna Tabassum’s commencement speech, a student who has been openly pro-Palestine on social media. USC cited safety concerns for the cancellation of the speech; however, the Los Angeles Police Department confirmed to local NPR affiliate “LAist” last week that no crime report had been opened for the threats. USC then went on to cancel the entire main graduation ceremony.

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USC also announced a drastic change to the campus-wide commencement ceremony, and it seems that other universities in the U.S. will follow suit, including Princeton University, Emory University, Cornell University, Northwestern University, City College of New York, and George Washington University because students have joined the efforts in calling for a ceasefire and an end to the genocide on Palestinians.

Since Wednesday night, dozens of protesters have been arrested across U.S. universities. At USC, over 90 people were arrested by the LAPD during peaceful protests because they refused to disperse and disband their encampment (up since last week) in Alumni Park, which is where the university’s commencement events take place. Encampment has been an element of many student-led protests sprouting on college campuses all over the country as a quiet means of disruption. USC protesters stood their ground, but arrests eventually started, with LAPD officers zip-tying people and leading them to LAPD vans.

As reported by NPR, arrests have also been made at Princeton University and Emory University, and there has been heavy police presence at Emerson College and the University of Texas, among others. Tensions are rising on college campuses across the nation as students refuse to stay quiet about their activism and their solidarity with the Palestinian people.

A Latino Father Goes Viral

Amidst the chaos of USC protests and the violent reaction of local and campus police forces, a supportive Latino dad emerged as a gold standard for parents everywhere by showing up to support his daughter, one of the protest organizers on campus. While many parents would counsel their children to “mind your own business” or “don’t get involved in things that don’t concern you,” this Latino dad headed to campus and stood by his daughter.

This “don’t ruffle any feathers” approach is particularly pervasive in Latino culture, where it’s common to be taught to keep your head down and not make any waves - “no te metas donde no te llaman” or “no es tu problema” are phrases Latino children hear often.

A reporter from ABC7 Los Angeles identified the supportive father as Lazaro Aguero. He confidently stated, “I’m here to support my daughter. She’s studying here, and they’re protesting against a genocide.” He shared that the entire family is against the ongoing genocide and has been aware of his daughter’s efforts on campus.

Aguero also said, “They’re threatening, if we don’t leave the campus we’re going to get arrested. But the students are so brave, look at them, they don’t want to leave the campus.” When asked if he was concerned about his daughter he said, “It does concern me, but my daughter did a right decision. If she rather be arrested fighting for Palestine, I will be the happiest daddy. I will be the happiest daddy if she’s doing the right thing.”

This moving show of support made many Latina daughters proud across social media, and the ABC7 clip quickly went viral. To see a father breaking through machismo beliefs that often lead to controlling behavior and the repression of female power within families was nothing short of awe-inspiring. Thousands of comments can now be found showing the emotional response to seeing a Latino father stand so resolutely by his daughter as she does what so many Latino parents, especially fathers, teach their daughters not to do.

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Many commentators agreed that this viral video served as a reminder not only to other Latino parents but parents across the ethnic spectrum to support their children when they’re putting themselves on the line for acting on their beliefs and seeking change in systems that have been shown to be unjust, unfair, and inequitable.

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The younger generation, as evidenced by students across the U.S. who are raising their voices for Palestine, is following their anti-war beliefs and bringing their parents along with them. Where global governments have stayed silent and stayed put, young people are amplifying Palestinian voices and helping mobilize the masses, not just in their communities but also on social media, across all platforms.