Coach has announced Jayson Tatum as the new face for Coach for Men fragrances. Inspired by the dynamic spirit of the scent and the unique layers that make us who we are, the partnership and pending campaign reflect the brand’s vision of Expressive Luxury and purpose-driven storytelling that reimagines Coach heritage as a platform for courageous self-expression.

The campaign will be released in August. Shot by director and photographer Keizo Kitajuma, the campaign films and imagery capture a day in the life of Tatum in the house’s hometown, New York City. Inspired by the bold and dynamic scent profile of the fragrances in the Coach for Men family, the campaign will spotlight the house’s Courage to Be Real mission of courageously embracing and exploring all sides of yourself.

“I’m thrilled that Jayson is our ambassador for the Coach for Men fragrances. I find his personal story authentic and inspiring. His ability to explore all of who he is with confidence captures Coach’s vision of celebrating self-expression,” said Stuart Vevers, Coach Creative Director.

“Jayson Tatum is a great asset for our new Coach fragrance campaign. His talent is recognized worldwide and he perfectly embodies the new Coach For Men image and ‘Courage to be Real’ story,” said Philippe Benacin, President & CEO, Interparfums SA.

Tatum joined the Coach Family earlier this year as a global ambassador for the house’s eyewear, watches and fragrance collections, bringing his unique experiences and inspiring story of following his dreams in the face of adversity into the house’s iconic visual language.

COACH FOR MEN

Inspired by the dynamic layers that make us who we are.

THE NOTES

Top: Green Nashi, Bergamot, Kumquat

Heart: Cardamom, Coriander, Geranium

Base: Vetiver Haiti LMR, Suede, Ambergris

COACH PLATINUM

Inspired by the spirit of the open road, an American road trip that begins and ends in New York.

THE NOTES

Top: Black Pepper Oil, Pineapple, Juniper Berries

Heart: Cashmeran, Clary Sage, Geranium

Base: Vanilla Leather, Patchouli, Sandalwood

COACH BLUE

Inspired by the freedom and optimism of a road trip about to begin.

THE NOTES

Top: Lime Oil, Absinthe, Grapefruit

Heart: Ozone Accord, Black Pepper, Cedar Leaf

Base: Cedarwood, Amber, Sandalwood

COACH GREEN

Inspired by the invigorating spirit of vivid green escapes amidst the dynamic energy of the city.

THE NOTES

Top: Kiwi Accord, Bergamot Essence

Heart: Geranium, Rosemary Essence

Base: Crystal Moss, Cedarwood