In Latino culture, there is a phrase that embraces the action of pushing boundaries with your unique individuality: deja tu huella, "leave your mark" in English. With this sentiment as the inspiration, Cheetos today announced a new multi-platform initiative designed to rally the next generation to leave their mark on culture — whether through music, fashion, entertainment or more.

Cheetos is using this program to encourage and celebrate the playfulness and spontaneity so many fans display every day — while shining a light on the community that first embraced deja tu huella. Hispanic culture has shaped American pop-culture, and Cheetos wants to celebrate and help lift up this community.

Cheetos is collaborating with global Latin superstar Bad Bunny to develop content to serve as the anthem behind this cultural movement. The first-ever collaboration will be unveiled during the "2020 American Music Awards" (AMAs) on Sunday, Nov. 22, at 8:00 p.m. EST/PST on ABC. As part of the AMAs partnership, Cheetos will continue to support artists who are leaving their mark by sponsoring the expansion of the Latin award categories including Favorite Male Artist, Favorite Female Artist, Favorite Album and Favorite Song.

"I've been so fortunate to be able to embrace my roots and culture and express it through music and entertainment," said Bad Bunny, from Puerto Rico and the first Latin music artist to appear on the cover of Rolling Stone magazine. "I want to encourage others to be passionate in whatever they set their mind to. DEJA TU HUELLA!"

Cheetos is giving back to the Hispanic community with a $500,000 commitment, in collaboration with Bad Bunny's Good Bunny Foundation. Cheetos' activity complements the recently announced PepsiCo and PepsiCo Foundation commitment to the Latino community, with $170 million in support over five years to further build on its long-standing efforts to address racial inequality and create opportunity.