WSS Launches We Know What It Takes Campaign Honoring Everyday Community Heroes

WSS honors everyday resilience and community pride with its We Know What It Takes campaign lifting up the real stories and voices that keep neighborhoods moving forward.

Real Stories (Spotlighting the Heart of the Community)

With the launch of the We Know What It Takes campaign, WSS is saluting the unsung heroes who keep neighborhoods thriving. Focusing on authenticity, determination, and the grit required to build better lives, the campaign highlights those whose early mornings, double shifts, and quiet sacrifices drive progress every day. From parents to workers and entrepreneurs, these are the real faces of strength and perseverance across the WSS network.

Through a rich series of multimedia vignettes, WSS brings to the forefront voices that often go unheard. Among them: a lawyer transformed into a boxing coach helping his community both in and out of the ring; a single mother balancing hairdressing, fashion design, and parenting; a Metro worker serving as a city mentor and mobility lifeline; a bilingual nurse whose care unites culture and compassion; and a dedicated warehouse worker—proof that unseen acts of loyalty ripple far and wide.
Discover more about these everyday changemakers at the official “Latino Heritage Month” portal.

Cultural Events (Celebrating Neighborhood Heritage and Unity)

The campaign’s heartbeat pulses at street level, where WSS shows up with grassroots events, in-store activations, and partnerships with city festivals and parades. In Los Angeles, Miami, Houston, and other key communities, WSS celebrates local culture through music, art, and sports—fostering pride and belonging in the fabric of each city. Community events are designed to spark joy, bridge generations, and highlight positive role models.
Get involved and see upcoming initiatives at Latino Heritage Month Events.

Día de Muertos Capsule (Honoring Tradition with Style)

In a nod to the deep heritage woven through its communities, WSS introduces a limited Día de Muertos capsule collection. Drawing on collaborations with adidas, Jordan, Crocs, Timberland, Vans, PUMA, Skechers, New Era, and Pro Standard, this collection incorporates iconic imagery and traditions—sugar skulls, marigolds, and celebratory palettes—across apparel, footwear, and accessories.
Highlights include Jordan fleece and trainers inspired by Día de Muertos themes, Crocs’ special Croctober lineup, as well as New Era caps embodying modern heritage. Each piece reflects both reverence for the past and anticipation for a vibrant, collective future. Shop the collection at Día de Muertos.

Commitment Beyond the Campaign (WSS Cares and Community Investment)

Supporting communities is not just a campaign for WSS it’s a long-term pledge. The WSS Cares! The program invests in neighborhood vitality by partnering with local organizations like Metro, Students Run LA, and the YMCA. These alliances ensure young people and families have the resources, mentorship, and support they need to thrive.
As Blanca Gonzalez, Senior Vice President and General Manager of WSS, said:
“We know What It Takes is our way of saying we see you, we thank you, and we will continue to stand with you.”

Every facet of We Know What It Takes, from moving stories to local events and the innovative Día de Muertos capsule, demonstrates WSS’s unwavering promise to honor, uplift, and invest in the communities that have shaped its legacy and drive its future.