Introducing this year’s global Coach spring campaign, creative director Stuart Vevers conveyed, “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.” Enter the ‘Coach It Forward’ concept – the theme is centered around the power of hopeful, collective action and the priority of recognizing the value of the people in our lives. With the vision of creating a ripple effect of deeper connection between communities around the world, this campaign encourages customers to send a message of gratitude to people they cherish.
In collaboration with photographer Renell Medrano and stylist Olivier Rizzo, the campaign is produced as a series of stills and short films, featuring none other than Jennifer Lopez, Michael B. Jordan, Jeremy Lin, Yang Zi and Kōki. They were also joined by friends who have inspired and supported them in their own personal journeys, including Lopez’s longtime friend, producer and collaborator Elaine Goldsmith-Thomas and Jordan’s business partners, the owners of Las’ Lap bar, Vince Bryant, Bryce Sheldon and Scott Robert Williams.
Providing his take on the concept, Jordan said, “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. I loved having this opportunity to lift up people who are important to me and recognize how their passion and positivity has moved my world forward.”
