Jayson Tatum Is the New Face of Coach

Coach has introduced its latest men's fragrance campaign featuring Jayson Tatum, marking the NBA star's debut as the face of Coach men's fragrances. Tatum, who joined the Coach family earlier this year as a global ambassador for eyewear, watches and fragrances will continue to bring his inspiring story of perseverance to the brand's iconic visual language.

The campaign, shot by renowned photographer Keizo Kitajuma, captures Tatum's journey through urban landscapes, blending contemplative moments with vibrant city scenes. It showcases Tatum's personal story, reflecting on his path to becoming the individual he is today. Coach's creative director Stuart Vevers expresses excitement about Tatum's role, praising his authenticity and ability to explore all aspects of himself confidently.

The Coach for Men fragrance collection embodies the brand's New York City roots, craftsmanship heritage and bold spirit. The line features invigorating and sensual scents, including Coach for Men, Coach Platinum, Coach Green and Coach Blue. These fragrances combine citrus, warm and earthy notes, creating a layered olfactory experience that represents the journey of the Coach man. Will be available soon on Coach's official website.

A post shared by Coach (@coach)

Click here to view full gallery at Hypebeast

Jayson Tatum Is the New Face of Coach

Jayson Tatum Is the New Face of Coach

Jayson Tatum Is the New Face of Coach

Jayson Tatum Is the New Face of Coach

Jayson Tatum Is the New Face of Coach