JCPenney is celebrating Hispanic Heritage Month with marketing initiatives intended to honor traditions and give back to communities.
Chef and social media creator Jenny Martinez, who also features in the retailer’s holiday marketing campaign, will host a series of events set to give consumers a view on new styles and colors in her JCPenney exclusive Mesa Mia collection of cookware, tabletop and kitchen electrics products.
Martinez (pictured above) will appear at the following JCPenney locations:
- Cielo Vista Mall, El Paso, TX, on September 14 from 1–3 p.m.
- El Mercado Plaza, El Paso, TX, on September 15 from 1–3 p.m.
- La Plaza Mall, McAllen, TX, on September 28 from 1–3 p.m.
- Ingram Park Mall, San Antonio, TX, on September 29 from 1–3 p.m.
- Southplace City Center in Miami, FL, on October 5 from 1–3 p.m.
- Loop West in Kissimmee, FL, on October 6 from 1–3 p.m.
- Sun Valley Mall in Concord, CA, on November 9 from 11 a.m.–1 p.m.
In addition, JCPenney is launching the Hispanic-Serving Institutions Design Challenge, which gives full-time students enrolled in designated Hispanic-serving colleges and universities nationwide a chance to showcase their creativity across the company’s stores and online platforms. Students will have an opportunity to earn cash prizes and receive dedicated mentorship as they pursue their career goals. The theme for this year’s challenge is “Somos: We Are” and is inspired by the rich cultural tapestry of Hispanic and Latino communities, JCPenney noted. The challenge encourages participants to create innovative fashion pieces that honor their cultural roots, showcase traditional motifs and promote community unity.
Submissions are due by November 3, with the first and second place winners awarded scholarships and perks including an all-expenses-paid visit to JCPenney headquarters in Plano, TX, and mentoring sessions with the company’s leaders.
As part of its Cultura Is Strength campaign, JCPenney will introduce a partnership with singer-songwriter and producer Joaquina. Born in Caracas, Venezuela, Joaquina has lived in Miami since she was six years old, and in 2023, she won the Latin Grammy for Best New Artist. Joaquina has been JCPenney 2024 ambassador for JCPenney’s Arizona brand, with more to come in 2025, the company stated.
At stores in McAllen, TX, Downey, CA, Hialeah, FL and Elmhurst, NY, JCPenney is commissioning art pieces from local creators to represent the influence of Hispanic culture in style, fashion, beauty and food in their communities. The retailer will donate the artwork to local community institutions following exhibition in stores.
In addition, JCPenney will donate 100% of net profits from the Hispanic Heritage Month Hope & Wonder collection, which includes a mug, table runner and apparel, to Latinitas, which empowers girls to innovate through media, with the commitment of a $100,000 minimum donation.
