Coach announces American professional basketball player Jayson Tatum as an ambassador for the house with a campaign launching today featuring Spring 2024 watches and sunwear. Rooted in Coach’s Courage to Be Real mission of inspiring others through exploring all sides of yourself with confidence, the partnership marks a new chapter in the house’s vision of Expressive Luxury and purpose-driven storytelling that champions fashion as a platform for courageous self-expression.  

Tatum is an NBA star who forged his own path in the sports industry, bringing his unique experiences and inspiring story of following his dreams in the face of adversity to the court. From establishing The Jayson Tatum Foundation to provide resources, opportunities, and education to underprivileged children and families, to being a multi-time All-NBA First Team selection — he has created a distinguished career as an ambitious individual who shares Coach’s spirit of optimism and endless possibility.

“This partnership is a bit of a full circle moment for me,” said Tatum. “I’m always trying to push my own limits, and I look forward to working with a brand, like Coach, which celebrates this.” 

“I’m very happy to welcome Jayson to the Coach family,” said Coach Creative Director Stuart Vevers. “Jayson is an inspiring individual who captures the spirit of confidence and authentic self-expression at the heart of Coach. I admire his dedication to his community, as well as how he explores and celebrates who he is through his personal style. I look forward to our collaboration and to exploring Coach’s fashion language through the lens of his story and style.”

Part of the house’s Spring 2024 campaign set in the season’s dreamy, pastel landscapes, Tatum makes his debut in photography featuring the stylish and functional Jackson Watch complete with a gold tone chronograph and green dial, and the timeless Gradient Keyhole Square Sunglasses finished with iconic house codes like a hangtag and Signature for a heritage touch—two styles that reimagine Coach’s legacy of craft with the expressive attitude of today’s generation. 



Gradient Keyhole Square Sunglasses – A classic style for every day, these square sunglasses feature a keyhole bridge and full UV protection. They’re finished with a polished Coach Hangtag at the temple and our Signature for a heritage touch



Coach is a global fashion house founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous spirit of its hometown, the brand makes beautiful things, crafted to last—for you to be yourself in.

Coach is a Tapestry, Inc. brand.  Tapestry is publicly listed on the New York Stock Exchange under the ticker TPR. 

About EssilorLuxottica 

EssilorLuxottica is a global leader in the design, manufacture and distribution of ophthalmic lenses, frames and sunglasses. Formed in 2018, its mission is to help people around the world to see more and be more by addressing their evolving vision needs and personal style aspirations. The Company brings together the complementary expertise of two industry pioneers, one in advanced lens technology and the other in the craftsmanship of iconic eyewear, to set new industry standards for vision care and the consumer experience around it. Influential eyewear brands including Ray-Ban and Oakley, lens technology brands including Varilux and Transitions, and world-class retail brands including Sunglass Hut, LensCrafters, Salmoiraghi & Viganò and GrandVision are part of the EssilorLuxottica family. EssilorLuxottica has approximately 190,000 employees. In 2022, the Company generated consolidated revenue of Euro 24.5 billion. The EssilorLuxottica share trades on the Euronext Paris market and is included in the Euro Stoxx 50 and CAC 40 indices. Codes and symbols: ISIN: FR0000121667; Reuters: ESLX.PA; Bloomberg: EL:FP. For more information, please visit: