Power forward Jayson Tatum of the Boston Celtics has been named as Coach’s newest brand ambassador. Tatum appears in the brand’s Spring 2024 campaign with eye-catching accessories like watches and sunglasses, which he would wear to get a chic tunnel style. Tatum exemplifies Coach’s “Courage to be Real” philosophy in the campaign by embracing all facets of who he is and encouraging others to do the same.

Tatum said in a statement, “This partnership is a bit of a full circle moment for me.” “I always strive to go beyond my boundaries, and I’m excited to collaborate with a company like Coach that embraces this.” 

The brand’s new focus on expressive luxury and purpose-driven narrative is highlighted in this collection. This is best summed up by Tatum in his tale of pursuing his goals, breaking through to the NBA, and founding The Jayson Tatum Foundation. His foundation balances his sought-after professional sports career with providing services to impoverished youngsters and families.

Tatum is the star of the campaign, which is partly set in an imaginative pastel setting. In one shot, he can be seen sporting the Jackson Watch, while in another, he looks sharp in black Gradient Keyhole Square Sunglasses. This watch has a green display with a gold-toned chronograph. These two accessories are reinterpreting Coach’s heritage of fine craftsmanship by fusing it with a contemporary generation’s expressive attitude. Tatum is seated with the Jackson Watch in the photographer’s frame in an exclusive behind-the-scenes snapshot.

“I’m thrilled to have Jayson join the Coach family,” stated Stuart Vevers, the creative director of Coach. “Jayson is a remarkable person who embodies the essence of self-assurance and genuine self-expression at Coach. I respect his commitment to his neighborhood and the way he uses fashion to explore and express his identity. I’m excited about working with you and delving into Coach’s style and narrative as I examine his fashion language.