Jayson Tatum: The New Face of Coach’s Expressive Luxury


The Fashionisto


Published May 11, 2024

Jayson Tatum Coach Spring 2024 Campaign Gradient Keyhole Square SunglassesPin
Jayson Tatum dons the Coach gradient keyhole square sunglasses for the spring 2024 campaign. Photo: Charlie Engman / Coach

Jayson Tatum, the acclaimed American professional basketball player, has embarked on an exciting new partnership with Coach, stepping into the role of brand ambassador. This collaboration combines Tatum’s authentic style and Coach’s luxury design, marking a significant moment in the brand’s journey of expressive luxury, underscored by its “Courage to Be Real” campaign.

The campaign’s focus on inspiring confidence and exploring personal identity aligns seamlessly with Tatum’s journey and values.

Jayson Tatum for Coach Campaign

Jayston Tatum Coach Spring 2024 Campaign Jackson WatchPin
Jayson Tatum wears the Coach Jackson watch for the spring 2024 campaign. Photo: Charlie Engman / Coach

The spring 2024 campaign, set against soft, pastel landscapes, features Tatum in striking images showcasing the stylish and functional Jackson watch and the classic gradient keyhole square sunglasses. The Jackson watch boasts a gold-tone chronograph with a bold green dial, date window, and three subdials for precise timekeeping.

Coach’s gradient keyhole square sunglasses offer everyday sophistication with full UV protection, a keyhole bridge, and signature brand touches like a polished hangtag at the temple.

Coach Creative Director Stuart Vevers expressed enthusiasm about Tatum joining the Coach family, recognizing him as an inspiring individual who embodies the spirit of confidence and authentic self-expression at the brand’s heart.

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

Jayson Tatum’s Style Off the Court

Jayson Tatum Style 2024 Coach Sunglasses Loro Piana Outfit Air Jordan SneakersPin
Sporting Coach’s HC8384U sunglasses, Jayson Tatum is a sleek vision in a Loro Piana fit with Air Jordan 1 Low 85 sneakers. Photo: Coach

Beyond brand campaigns, Jayson Tatum’s style is consistently worthy of admiration. During recent travels with the Boston Celtics for the NBA playoffs in Miami, Tatum showcased a blend of casual sophistication and sports luxe.

He sported Coach’s HC8384U sunglasses paired with a sleek Neive jacket, a lace t-shirt, and Joetsu shorts by Loro Piana, completing the ensemble with Air Jordan 1 Low 85 sneakers in midnight navy. This look seamlessly blends high fashion with streetwear elements.

Jayson Tatum Style 2024 Coach Sunglasses Wales BonnerPin
Jayson Tatum steps out in Coach’s HC8282U sunglasses with Wales Bonner’s statement PowerTrack pants. Photo: Coach

In another instance, Tatum demonstrated his ability to combine bold patterns with understated basics, wearing Wales Bonner’s eye-catching PowerTrack pants matched with Coach’s HC8383U sunglasses. This look emphasizes Tatum’s athletic build while showcasing an effortless skill in mixing textures and prints.