Coach introduces “Coach It Forward”, its global advertising campaign for its Spring 2021 collection. Focusing on the power of positivity, collective action and the importance of everyday recognition for the people in our lives who help move our worlds forward, the campaign invites customers to leave a message of gratitude for someone in their lives, creating a ripple effect of optimism and connecting communities around the world.

Featuring Coach family including Jennifer Lopez, Michael B. Jordan, Jeremy Lin, Yang Zi and Kōki, and recognizing friends and family of the cast who have inspired and supported them in their lives, the campaign is released as a series of stills and short films in which the cast call on us all to “Coach It Forward” and leave messages of gratitude for loved ones across the world. A selection of these messages will be subsequently appear on the brand’s social channels, in Coach stores and on Coach.com. Dedications will also be spotlighted during a live client Zoom event with Lopez, Jordan and the Coach Family.

To bring the campaign to life, Coach collaborated with photographer Renell Medrano and stylist Olivier Rizzo. Friends and family of the cast recognized in the campaign include Jennifer Lopez’s long-time friend, producer and collaborator Elaine Goldsmith-Thomas and Jordan’s business partners and owners of Las’ Lap bar Vince Bryant, Bryce Sheldon and Scott Robert Williams.

“For Spring, I wanted to evolve our Coach family story and speak to the way in which collective action and optimism can change things for the better,” said Coach Creative Director Stuart Vevers. “At the start of a new year and new chapter for so many, it’s important to put ourselves out there and support and recognize one another.”