Coach has launched a global advertising campaign for its male target audiences for Spring 2019. The campaign stars actor and producer Michael B. Jordan in his debut as the first global face of Coach menswear.
Jordan captures the cool optimism of the Coach Guy in a series of images set “backstage” at a faded carnival. Shot in a sunlit desert landscape outside of Los Angeles, the photographs depict Jordan on a vintage car, dressed in the house’s reimagined iconic American silhouettes. Coinciding with the men’s Spring 2019 launch, Coach also unveils its campaign for the men’s fragrance collection, starring Jordan. Set in a garage among chrome-plated reflections, the scene shows Jordan sitting in a vintage car and conveys the approachable masculinity of the Coach Guy.
“I’ve really enjoyed getting to know Jordan over the last few years,” said Stuart Vevers, Coach Creative Director. “He has been a true supporter of Coach so it felt like a really natural step to collaborate more closely and create a partnership we can take to the next level.”
“I’m proud to be the face of Coach men’s,” said Jordan. “I’ve been a fan of Coach for a long time and truly respect their inclusive and optimistic values. I’m honored to be a part of Stuart’s vision and creative process.”