Coach announced it selected American pro basketball player Jayson Tatum as a brand ambassador with a campaign that launched featuring Spring 2024 watches and sunwear. 

The partnership marks a new chapter in the house’s vision of “Expressive Luxury and purpose-driven storytelling that champions fashion as a platform for courageous self-expression.”

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

“This partnership is a bit of a full circle moment for me,” said Tatum. “I’m always trying to push my own limits, and I look forward to working with a brand like Coach, which celebrates this.”

Part of the house’s Spring 2024 campaign set in the season’s pastel landscapes, Tatum makes his debut in photography featuring the Coach’s Jackson Watch with a gold-tone chronograph and green dial and Gradient Keyhole Square Sunglasses finished with Coach’s house codes, including hangtag and signature—two styles that reimagine Coach’s legacy of craft.

Images courtesy Coach