There is no doubt that the Super Bowl is one of the biggest and most important events in the world. It moves brands, fans and now, communities. This year and with the change that the NFL has had, both in terms of sponsors and the issue of racism, They have chosen a Chicano and indigenous painter to design the tickets for Super Bowl LVIIin addition to all the artistic theme.
Born and raised in Phoenix, Lucinda “La Morena” Hinojos and his family have close ties to the Arizona community. She embodies the spirit and history of the city. As a Chicana, Native American artist with multicultural roots from Mexico and the Pascua Yaqui, Chiricahua Apache, White Mountain Apache and Pima (Akimel O’Odham) tribes, she uses her unique identity and experience to design an intricate work of art. and emblematic.
Who is Lucinda “La Morena” Hinojos?
To understand the importance of the association, it is essential to know Lucinda’s story. She is a visual artist and cultural organizer who showcases her Native American/Mexican roots and her activism through her art. In addition, her murals focus on the power of the community, current culture and political issues, healing, as well as the inspiration and guidance of her ancestors. She too, she has been featured in galleries, museums and painted murals in the United States, and internationally.
Recently, she was personally invited by the US Embassy in France to paint in Marseille, France. In 2018 she launched “Colores de La Comunidad”, an incubator of ‘artivism’ where artists can showcase their activism through art.
What does it mean when an artist designs Super Bowl LVII tickets?
“I create art to bring an element of healing, unity and real human connection, so with this Super Bowl piece, I hope that people around the world can have a dialogue about what this painting means to them… And that’s what which is beautiful for them,” said Hinojos.
“I have always thought of the Super Bowl ticket as the centerpiece of this iconic event, and for me, as the first Black Indigenous woman to design the ticket art, it is incredible and something I am very proud of.”
“Lucinda’s insight and direct, personal connection to Arizona’s incredible and diverse history made her the perfect partner for this project,” said Marissa Solis, NFL senior vice president of global brand and consumer marketing. “She is a gifted artist, a soccer mom, a woman who truly represents her Chicano heritage, and we are so excited to use the Super Bowl as a platform to showcase her beautiful artwork.”
The community makes the union
The NFL organized the realization of a mural with Hinojos as the main artist in collaboration with Indige Design Collab by Cahokia Socialtech and Artspace. The indigenous-led platform for creative peacekeeping, and Native American artists Randy Barton of Diné/Navajo descent, Anitra “Yukue” Molina of Yaqui descent, and Carrie “CC” Curley of San Carlos Apache descent.
The team will collectively create the largest Super Bowl mural to date at 9,500 square feet. Painted at the Monarca Theater, the artwork is a symbol of indigenous collaboration and emphasizes the narrative of community and unity. It will feature significant contributions representative of each artist’s background, including an Apache Woman, a Diné/Navajo rug pattern, and more.
A complete collaboration
NFL partner Wilson is working with artist “La Morena” to design a football. Therefore, this one is inspired by Lucinda’s artistic journey and the importance of her heritage and community to her. The ball will be available for purchase on the Wilson website and at Super Bowl Experience at the Phoenix Convention Center.
Super Bowl LVII will take place on Sunday, February 12, 2023 at State Farm Stadium in Arizona.
Editorial Team The editorial team of EMPRENDEDOR.com, which for more than 27 years has worked to promote entrepreneurship.