A New Winter reexamines the visual history of winter sports in the United States, questioning who has traditionally been seen—and excluded—on the slopes. Drawing inspiration from early archival imagery of skiing, the project reflects on how those first representations often reinforced Eurocentric ideals and a limited definition of belonging. By reconstructing these foundational images with people of color at the center, the series challenges long-standing narratives and opens space for a broader, more inclusive vision of winter sports culture. Rather than rejecting history outright, A New Winter engages with it—disrupting familiar aesthetics to suggest what the sport has always had the potential to become. The project is led by Sofía Jaramillo, a Colombian-American commercial and editorial photographer based in Sun Valley and Boise, Idaho, whose work frequently explores identity, representation, and the intersection of culture and environment.

Role: Photographer

For this winter apparel project with Dick’s Sporting Goods, photographer Sofía Jaramillo approached the work through the lens of movement and environment. Known for imagery that explores the intersection of culture, identity, and the outdoors, Jaramillo brought a narrative sensibility to a commercial shoot rooted in performance and place. Set within expansive winter landscapes, the series follows athletes in motion—capturing moments of effort, resilience, and focus as they move through snow and cold. Rather than isolating the product, the photography emphasizes how performance apparel functions within demanding conditions, creating a visual dialogue between human energy and the rugged terrain. The result is a body of work that feels immersive, purposeful, and aligned with Dick’s Sporting Goods’ commitment to adventure and quality.

Role: Photographer

For her work with Ford Bronco, Sofía Jaramillo crafted a visual story rooted in exploration, utility, and lived experience. As a Team Bronco™ Ambassador, she approaches the vehicle not simply as a subject, but as an active part of the journey, integrated into the environments and moments that define time spent outdoors. Blending her commercial expertise with a documentary sensibility, Jaramillo uses the Bronco as a means to access remote landscapes and real experiences, allowing the imagery to unfold organically. The project highlights the vehicle’s capability while staying true to her broader focus on authenticity and representation, offering a perspective on adventure that feels expansive, inclusive, and grounded in real use rather than spectacle.

Role: Photographer