Coach expands the message on family values in the latest campaign “Coach It Forward”

Coach drops its latest global advertising campaign for the Spring 2021 collection, Coach it Forward, starring Jennifer Lopez, Michael B. Jordan, Kōki and more, accompanied by the people who stand by them and help them who they are today.

In a similar vein to its Fall 2020 campaign, Coach It Forward is all about counting blessings because that’s undoubtedly the most valuable lesson we’ve learned from 2020. 

"Coach It Forward to me means to pay it forward and to be grateful. I’m thrilled that I had this opportunity to recognize my family and my chosen family of creatives, collaborators, thinkers, doers and friends who have had such a positive impact on my life.”

– Jennifer Lopez.

“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.”

Lensed by photographer Renell Medrano, the campaign features a series of stills and short films where the muses of Coach – all clad in Coach's Spring 2021 pieces styled by Oliver Rizzo – stop by a payphone to leave a message of gratitude for their loved ones. 

“When you step back, you see that we’re all the sum of the people who have helped us along. I think of my mom and dad, my family, friends, the people I work with, and how they have all supported me and inspired me. "

- Michael B. Jordan.