Coach has chosen Jayson Tatum, a forward for the Boston Celtics, to be its new world ambassador.

In Coach’s continued “Courage to Be Real” series, the NBA All-Star is shown. Since 2019, he has also been an ambassador for the Jordan brand. Tatum is featured in Coach’s spring 2024 watch and sunglasses collections in a global promotion that starts on Wednesday.

At one point, Tatum said, “This partnership is a bit of a full-circle moment for me.” “I’m always trying to go further, and I’m excited to work with a company like Coach that supports that.” 

Tatum is shown in the ad wearing the brand’s “Jackson” model watch, which is a gold-tone chronograph with a green dial that has a date window and three sub-dials that show seconds, minutes, and hours. The Jackson watch can be bought at some stores across the country.

Tatum is also in the brand’s gradient keyhole square sunglasses. These have Coach’s Signature C pattern woven into a custom core wire made of new bi- and tri-gradient acetates. They come in a pecan blue-gray gradient design with clear pecan temples and blue-gray solid lenses.

Jayson is an amazing person who embodies the spirit of Coach, which is all about being confident and expressing yourself honestly. Coach creative director Stuart Vevers said in a statement, “I admire how he gives back to his community and how he explores and celebrates who he is through his style.”

The young player from St. Louis is having one of the best seasons of his career so far. He has been putting up career-high numbers for the Celtics, scoring about 27.1 points, 8.2 rebounds, and 4.9 assists per game in 66 games this season. He has been to five All-Star games.

Tatum also started the Jayson Tatum Foundation, which gives St. Louis kids and teens a lot of opportunities to grow and learn through sports, schooling, and mentoring. SoFi, a financial services business, recently gave $1 million to the foundation to help low-income single-parent families buy a home.

Along with Lil Nas X, Jennifer Lopez, Youngji Lee, Koki, and Wu Jinyan, Tatum is now a world ambassador for the house.