Coach’s new Spring 2021 campaign is all about spreading the message of positivity, collective action and recognising the people who helped move our worlds forward.
Dubbed “Coach It Forward”, it features Coach family members such as Jennifer Lopez, Michael B Jordan, Jeremy Lin, Yang Zi and Kōki, calling their friends and family who serve as their inspiration and support pillars in their endeavours.
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Besides a series of photographs (lensed by Renell Medrano and styled by Olivier Rizzo) and short films, the cast of Coach ambassadors would also like you to call 1-779-COACHNY (it flashes at the end of the video) and leave your messages of gratitude for your loved ones.
Better yet, why not pick up your phone and call your loved one and tell them how much you appreciate them now?
Stuart Vevers, creative director of Coach says: “For Spring, I wanted to evolve our Coach family story and speak to the way in which collective action and optimism can change things for the better. At the start of a new year and new chapter for so many, it’s important to put ourselves out there and support and recognise one another.”
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As for Lopez, she is grateful for her long-time pal, producer and collaborator Elaine Goldsmith-Thomas, while Jordan wants to spotlight his business partners and owners of Las’ Lap bar Vince Bryant, Bryce Sheldon and Scott Robert Williams.
Says Lopez in an official statement: “So often we are going through the day-to-day motion of life without properly taking a moment to acknowledge the people who drive change in optimism in our lives, community and the world. ‘Coach It Forward’ to me means to pay it forward and to be grateful. I’m thrilled that I had this opportunity to recognise my family and my chosen family of creatives, collaborators, thinkers, doers and friends who have had such a positive impact on my life.”
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Jordan added: “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 recognise how their passion and positivity has moved my world forward.”
Watch the video here: