Coach has tapped Boston Celtics forward Jayson Tatum as its latest global ambassador.
The NBA All-Star, who also counts himself as an ambassador for the Jordan brand since 2019, is featured in Coach’s ongoing “Courage to Be Real” series. The global campaign launching Wednesday highlights Tatum in Coach’s spring 2024 watches and sunglasses collections.
“This partnership is a bit of a full-circle moment for me,” said Tatum in a statement. “I’m always trying to push my own limits, and I look forward to working with a brand, like Coach, which celebrates this.”
The campaign imagery features Tatum wearing the brand’s “Jackson” model watch, a gold tone chronograph featuring a green dial with a date window and three sub-dials, marking seconds, minutes and hours. The Jackson watch is available at select retailers nationwide.
Tatum is also featured in the company’s gradient keyhole square sunglass style, which features Coach’s Signature C pattern embedded as a custom core wire in new bi- and tri-gradient acetates, in a pecan blue gray gradient colorway with transparent pecan temples and blue gray solid lenses.
“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.” said Coach creative director Stuart Vevers in a statement.
The St. Louis native is in the midst of one of his top seasons of his young career, as he has been putting up career-best numbers for the Celtics, averaging roughly per game 27.1 points, 8.2 rebounds and 4.9 assists in 66 games this season. He has played in five All-Star games.
Tatum also created the Jayson Tatum Foundation, which offers several programs via education, athletics, and mentorship to St. Louis children and teens with the goal of empowering them. The foundation recently received a $1 million donation from financial services company SoFi to help low-income, single-parent households afford a home.
Tatum joins the global ambassador ranks of the house, alongside Lil Nas X, Jennifer Lopez, Youngji Lee, Koki and Wu Jinyan.
