Coach is continuing its Spring 2026 “Explore Your Story” campaign with new initiatives co-created with Gen Z audiences. This vision comes to life through two key activations: Coach Story Sessions, a live conversation series, and the Coach Tabby Tour: Explore Your Story Edition, which brings immersive experiences directly to college campuses across the U.S. and China.

Coach Story Sessions centers on the idea that personal storytelling drives confident self-expression. The series features conversations with influential figures across film, literature, and sports industries who have challenged norms and embraced their identities.

Since launching on February 25, the series has featured voices like Storm Reid, Marley Dias, Suni Lee, and Tara Davis-Woodhall. On April 8 in Los Angeles, Paige Bueckers and Angel Reese joined host Natalia Bryant to discuss their careers, confidence, and how fashion plays a role in expressing their identities. These sessions are held live with Gen Z audiences, encouraging participation and peer connection.

“With ‘Explore Your Story,’ we’re evolving from storytelling to story-building—creating space for a generation seeking deeper connection to come together through shared stories,” said Joon Silverstein, Chief Marketing Officer at Coach. “In a world where Gen Z is hyper-connected yet often feels isolated, we’ve seen how shared stories are becoming a powerful form of community. Through Coach Story Sessions and the Tabby Tour, we’re building a platform for co-creation, self-expression and connection—bringing boundary-breaking voices together across culture and inviting Gen Z to shape the narrative with us.”

Alongside the series, the Coach Tabby Tour: Explore Your Story Edition launches April 15 in the U.S. and April 23 in China. Originally centered around the brand’s iconic Tabby bag, the campus tour has evolved into a broader storytelling experience. Visiting over 20 U.S. locations and 30 universities in China, the tour transforms traditional brand activations into interactive events.

Each stop invites participants to engage through features like Story Walls for sharing reflections, Conversation Centers designed for dialogue, Book Nooks for exchanging reading recommendations, and customization stations where visitors can personalize leather items with monograms or quotes. Select tour stops will also host additional Story Sessions with authors, students, and other emerging voices.

The pop-up experience is visually anchored in “Tabby yellow,” with design elements inspired by the shape and feel of the Tabby bag, from curved seating to a truck modeled after the accessory itself. Interactive details include signage, collectible materials, and photo moments.

Beyond these activations, the campaign will continue through in-store storytelling experiences, a TikTok feature that generates personalized story concepts, and the Coach Foundation’s annual Dream Day event. This year, titled “Write Your Next Chapter,” focuses on youth empowerment through mentorship.