Jayson Tatum’s role at Coach just got bigger.
After joining the lifestyle brand in March as an ambassador for its watches and eyewear, the Boston Celtics forward has now been named the face of its Coach for Men fragrance line.
“Jayson Tatum is a great asset for [Coach],” said Interparfums president and chief executive officer Philippe Benacin in a statement to WWD. “His talent is recognized worldwide and he perfectly embodies the new Coach for Men image and ‘Courage to Be Real’ story.”
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In August, the St. Louis native will appear in his first Coach for Men campaign, shot by director and photographer Keizo Kitajuma in New York City, where Coach was founded.
Following the Celtics’ NBA championship win last month, Tatum will soon compete for Team USA at the 2024 Paris Olympics alongside two fellow Celtics — Jrue Holiday and Derrick White — as well as LeBron James, Kevin Durant and more.
“I find [Tatum’s] personal story authentic and inspiring. His ability to explore all of who he is with confidence captures Coach’s vision of celebrating self-expression,” said Stuart Vevers, creative director of Coach, in a statement.
Among the fragrances Tatum will front include the eponymous Coach for Men scent; Coach Platinum, Coach Blue and Coach Green. Past Coach for Men ambassadors have included actors Michael B. Jordan and James Franco.
Upon signing on as a global ambassador for Coach in March, Tatum said in a statement: “This partnership is a bit of a full-circle moment for me. I’m always trying to push my own limits, and I look forward to working with a brand, like Coach, which celebrates this.”