Today, Coach has crowned American professional NBA player Jayson Tatum as its newest ambassador.

The partnership marks a new chapter in Coach’s vision of expressive luxury and purpose-driven fashion as a platform for authenticity and courageous self-expression. As a part of their mission towards expressive luxury, Coach launched The Courage To Be Real; an inspiring message of confidence and embracing all aspects of who you are, at any age.

When asked about advice he would give his younger self, he tells VMAN “Any advice I would give my younger self. I would say ask more questions. I was a very quiet kid. I wasn’t timid or nervous, I wasn’t the most vocal kid growing up. A lot of the times I wish I would have talked more and asked more questions. That’s definitely something I would go back and tell my younger self.”

In forging his own path in the sports industry, Jayson Tatum brings his own unique experiences to Coach and paints a story of following his dreams in the face of adversity, on and off the court. In the Spring 2024 Campaign, Tatum makes his debut bathed in a dreamy pastel landscape, wearing the reimagined Jackson Watch and Gradient Keyhole Square Sunglasses in the newly-released campaign photos. 

“I’m very happy to welcome Jayson to the Coach family,” said Coach Creative Director Stuart Vevers in a statement. “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.”