Coach has launched &Coach, a content series co-created with Gen Z communities, creators and cultural voices.

"With &Coach, we're exploring a new model for how brands build relevance and participate in culture," said Joon Silverstein, Chief Marketing Officer at Coach. "This generation doesn't want to inherit a prescribed version of aspiration - they want to shape identity for themselves, and they want to be part of the process."

Launching with voices including Charli xcx, Malala Yousafzai, Paige Bueckers, Toni Breidinger, PinkPantheress, Avantika, Iga Świątek and KiiiKiii, &Coach unfolds through social-first storytelling shaped by each participant's own perspective. &Coach captures talent in unfiltered, lived-in moments that feel immediate, personal and culturally recognisable.

&Coach was built through a fundamentally different creative process with a community of Gen Z creative directors and cultural voices spanning art, fashion, film and digital culture, including Sage Adams, Nicole Chui, Danny Cole, Phia Dennis, Henry Kornaros, Made Lapuerta, Alex Lange, Matt Lange, Ameya Okamoto, Terrence O’Connor, Anthony Po, Ramisha Sattar, Reuben Selby, Drew Townsel and Phia Wilson, in partnership with United Talent Agency’s Next Gen Practice and creative agency Marcel. 

Living across social platforms, including newly launched Instagram and TikTok accounts, the platform will continue to expand through new voices, community participation and culturally relevant moments over time, rethinking not only how campaigns are made, but who gets to author them.