Coach Welcomes Jayson Tatum as Ambassador
By DaMarko Webster
Coach proudly announces Jayson Tatum, esteemed American basketball player, as an ambassador for the brand, launching a campaign today spotlighting the Spring 2024 collection of watches and sunwear. Grounded in Coach’s commitment to authenticity and self-assurance through its Courage to Be Real ethos, this collaboration heralds a fresh narrative in the brand’s ethos of Expressive Luxury, weaving purposeful storytelling that elevates fashion as a conduit for bold self-expression.
Tatum, a luminary in the NBA, has carved his own path in the sports realm, embodying resilience and determination in pursuit of his aspirations. His journey, from adversity to achievement, resonates deeply with Coach’s ethos. Noteworthy for initiatives such as The Jayson Tatum Foundation, dedicated to empowering underserved communities, and his recurrent recognition as an All-NBA First Team selection, Tatum epitomizes the ethos of optimism and boundless potential shared by Coach.
“This partnership feels like coming full circle for me,” remarked Tatum. “I thrive on pushing boundaries, and collaborating with a brand like Coach, which celebrates this spirit, is incredibly exciting.”
Stuart Vevers, Creative Director at Coach, expressed his delight in welcoming Tatum to the Coach family. “Jayson embodies the essence of confidence and authentic self-expression that defines Coach,” Vevers remarked. “His commitment to community and exploration of personal style are admirable. I eagerly anticipate our collaboration, as we reinterpret Coach’s fashion narrative through his unique story and flair.”
As part of the Spring 2024 campaign, set against ethereal pastel landscapes, Tatum debuts in photography showcasing the sleek Jackson Watch, featuring a gold-tone chronograph and a verdant dial, alongside the timeless Gradient Keyhole Square Sunglasses, adorned with signature Coach details for a touch of heritage. These styles reinvent Coach’s legacy craftsmanship with the expressive verve of today’s generation.
