In 2020, family and friends were pushed to the forefront of our thinking. While so much was lost, it reminded us of what’s important. As tumultuous times continue in 2021 – albeit, with a new sense of hope – Coach introduces its Spring 2021 campaign, ‘Coach It Forward.’ Starring global ambassadors Jennifer Lopez and Michael B Jordan, people are invited to send a message of gratitude for someone in their lives, creating a ripple effect of optimism and connecting communities around the world.
Joining the two A-listers, Jeremy Lin, Yang Zi, and Kōki, the cast recognize family and friends who have inspired and supported them in their lives, all while donning new season styles. The likes of Jennifer Lopez’s long-time friend, producer and collaborator Elaine Goldsmith-Thomas, and Jordan’s business partners and owners of Las Lap bar, Vince Bryant, Bryce Sheldon, and Scott Robert Williams are mentioned while talent is captured by renowned photographer Renell Medrano.
“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,” said Coach Creative Director Stuart Vevers. “At the start of a new year and new chapter for so many, it’s important to put ourselves out there and support and recognize one another.”
“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,” said Lopez. “Coach It Forward to me means to pay it forward and to be grateful. I’m thrilled that I had this opportunity to recognize my family and my chosen family of creatives, collaborators, thinkers, doers, and friends who have
had such a positive impact on my life.”
“When you step back, you see that we’re all the sum of the people who have helped us along,” said Jordan. “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 recognize how their passion and positivity has moved my world forward.”
Today, pay it forward to a loved one. Let’s start 2021 with a much-needed dose of positivity.
For more from the campaign, visit the Coach website here.