Jayson Tatum has a new position off the court. The NBA star has joined the fashion brand Coach as its newest global ambassador. Launched on Wednesday (March 27), the campaign features Spring 2024 watches and sunwear.
The partnership marks a new chapter in the Coach’s vision of Expressive Luxury and purpose-driven storytelling that champions fashion as a platform for courageous self-expression. It is described as rooted in Coach’s Courage to Be Real mission of inspiring others through exploring all sides of yourself with confidence.
“This partnership is a bit of a full circle moment for me,” detailed 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,” adds Coach Creative Director Stuart Vevers. The fashion house supports the 26-year-old’s unique experiences, inspiring story, and athletic success including establishing The Jayson Tatum Foundation to provide resources, opportunities, and education to underprivileged children and families.
“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.”
For the campaign, the 6’8″ power forward wears the brand’s Jackson Watch complete with a gold-tone chronograph and a green dial. The Boston Celtics star player also shines in the gradient Keyhole Square Sunglasses.
The timepiece retails on the official website for $325 while the frames will cost interested customers $183.
