COACH ANNOUNCES JAYSON TATUM AS NEW AMBASSADOR
Coach has named American professional basketball player Jayson Tatum (Boston Celtics Forward-Guard) as an ambassador for the brand, launching a campaign today featuring Spring 2024 watches and sunwear. Rooted in Coach’s “Courage to Be Real” mission of inspiring others through confidently exploring all sides of oneself, the partnership marks a new chapter in the house’s vision of expressive luxury and purpose-driven storytelling that champions fashion as a platform for courageous self-expression.
Tatum is an NBA star who forged his path in the sports industry. He brings his unique experiences and inspiring story of following his dreams in the face of adversity to the court. The Jayson Tatum Foundation provides resources, opportunities, and education to underprivileged children and families. As a multi-time All-NBA First Team selection, he has created a distinguished career as an ambitious individual.
“This partnership is a bit of a full circle moment for me,” said Tatum. “I’m always trying to push my own limits, and I look forward to working with a brand like Coach that celebrates this.”
“I’m very happy to welcome Jayson to the Coach family,” said Coach Creative Director Stuart Vevers. “Jayson is an inspiring individual who captures the spirit of confidence and authentic self-expression at the heart of Coach. I admire his dedication to his community, as well as how he explores and celebrates who he is through his personal style. I look forward to our collaboration and to exploring Coach’s fashion language through the lens of his story and style.”
Tatum makes his debut in Coach’s Spring 2024 campaign, which features the Jackson Watch and the Gradient Keyhole Square Sunglasses. These styles reimagine Coach’s legacy of craft with the expressive attitude of today’s generation.
