COACH RECRUITS AN AWARD-WINNING DIRECTOR AND A FILM STAR FOR NEW SHORT FILM AD

Coach announced the release of a new Soho Sneaker campaign, “Not Just For Walking,” starring global ambassador and actor Charles Melton.

The campaign film nods to the tradition of Hollywood thrillers. This latest ad extends the campaign in a new direction.

Directed by award-winning filmmaker Alma Har’el (Honey Boy, Lady in the Lake), the short film ad shows Melton’s character rehearsing lines for a film at home when the discovery of a paparazzo outside blurs the boundaries of fact and fiction. Thinking quickly, he decides to use his Soho Sneakers as a decoy for the photographer, while he quietly sneaks out a side door to his car, where a second pair of well-loved Soho Sneakers await him.

The latest chapter extends Coach’s Soho Sneaker campaign, which launched in April 2025 and featured singer and rapper Audrey Nuna, model Giovanna Ramos, college basketball player Tahaad Pettiford, WNBA player Satou Sabally, and NASCAR driver Toni Breidinger.

Inspired by the cross-training sneakers of the late 1980s and early 1990s, the Soho Sneaker reimagines a classic style through the lens of the brand’s design language, debuting at the Coach Spring 2025 runway show before appearing in stores earlier this year. The sneakers will continue to appear in new fabrications and colorways.