- Coach has dropped a new fall campaign “Live Your Story,” calling on consumers to express themselves through music and fashion.
- The campaign is centered around Coach’s iconic Tabby bag and a new collection of concert ticket bag charms that go on tour around the world.
- The effort features Elle Fanning features as well as musicians including PinkPantheress, SOYEON, Lilas and Shan Yichun.
This new campaign marks the first effort from the global partnership between the fashion brand and Spotify that the two companies announced at Cannes.
The new campaign reflects a broader approach for Coach, aimed at building deeper cultural partnerships around “a clear shared idea, then creating space for artists, partners and audiences to shape how that idea comes to life,” said Joon Silverstein, chief marketing officer at Coach.
The partnership sits within a broader campaign ecosystem, creating multiple points of connection with Coach. “Someone may first encounter ‘Live Your Story’ through a campaign film, one of our stores, an artist they follow, a personalized Spotify experience or a Tabby Tour stop,” explained Silverstein. “Each point of entry is distinct, but all are grounded in the same Coach purpose and campaign idea. That allows us to welcome new audiences into the brand while deepening our relationship with the community already around us.”
The campaign is aimed at Gen Z – many of whom have expressed a desire to move beyond screens and connect more in real life. “Music can be both a deeply personal form of expression and a shared language that brings people together,” said Silverstein.
While the campaign was designed primarily for Gen Z, Coach expects it will also appeal to audiences with shared attitudes and behaviors. “We are speaking to people who see music, style, entertainment and community as interconnected parts of how they explore and express who they are,” added Silverstein.
The Tabby Tour is an established Coach platform that is continuing to evolve with this Spotify Tour. The partnership involves a live tour, a digital experience in the Spotify app and in-store activations. Content captured from the Coach x Spotify Tabby Tour will be amplified through Spotify’s most video placements – including Video Homepage Takeovers and rotational Video In-Stream.
“Spotify is helping Coach reach new audiences by turning everyday listening into an entry point for more connected, culturally relevant, in real life brand experiences,” said Drew Sanders, global head of AUX at Spotify. “To us, that deeper connection really matters for brands looking to participate in culture and reach Gen Z authentically.”
