Jayson Tatum, the Boston Celtics forward and NBA All-Star, has been named Coach‘s newest global ambassador, joining the brand’s ongoing “Courage to Be Real” series. The campaign features Tatum wearing Coach’s Spring/Summer 2024 watch and sunglass collections, highlighting his authentic self-expression and confidence.
This partnership is especially meaningful to Tatum, who sees it as a “full-circle moment.” The rising star, who will become an ambassador for the Jordan brand in 2019, expressed his excitement to work with Coach, a brand that celebrates pushing one’s limits.
In the campaign images, shot by Charlie Engman, Tatum is seen wearing the “Jackson” model watch, a striking gold-tone chronograph with a green dial with a date window and three sub-dials that mark the seconds, minutes and hours. He also wears Coach’s gradient keyhole square sunglasses, which feature the brand’s signature C pattern embedded as a custom core wire in new bi- and tri-gradient acetates in a stunning pecan blue-gray gradient colorway with transparent pecan temples and blue-gray solid lenses.
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Coach’s Creative director Stuart Vevers praised Tatum’s inspiring personality, noting that he embodies the spirit of confidence and authentic self-expression that is at the heart of the brand. ”I admire his dedication to his community, as well as how he explores and celebrates who he is through his personal style,” he said.
The St. Louis native is currently enjoying one of the best seasons of his young career, averaging a career-high 27.1 points, 8.2 rebounds and 4.9 assists per game in 66 games this season. His impressive performance earned him a spot in five All-Star games.
Off the court, Tatum is committed to giving back to his community through the Jayson Tatum Foundation, which provides educational, athletic and mentoring programs to empower children and youth in St. Louis. The foundation recently received a $1 million USD donation from financial services company SoFi to help low-income, single-parent households achieve homeownership.
Joining the ranks of Coach‘s global ambassadors, which include Lil Nas X, Jennifer Lopez, Youngji Lee, Koki and Wu Jinyan, Tatum brings his unique style and inspiring commitment to the brand’s mission of celebrating authentic self-expression and courage.
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