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

Courtesy of Coach

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.”

Courtesy of Coach

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.”

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