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Coach is continuing its relationship with “May December” actor Charles Melton, tapping the 34-year-old Golden Globe nominee to star in the brand’s newest “Not Just for Walking” campaign, which promotes its Soho Sneaker.
After serving as one of the faces of the fall 2024 “Unlock Your Courage” campaign, Melton lends his modeling skills to Coach once again for a campaign video directed by Alma Har’el, the director of “Honey Boy” and “Lady in the Lake”; Melton collaborated with Har’el to create the film.
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Referencing Hollywood thrillers, Melton is seen in the film running lines for a project but is under distress due to a paparazzo outside his home — reality and fiction start to blur. He comes up with the idea to leave his Soho Sneakers beneath a curtain as a decoy, allowing him the opportunity to slip out barefoot and escape in his car — but we need not worry about his feet, for another pair of Soho sneakers awaits him in the convertible alongside a script.
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This promotional effort continues Coach’s Soho Sneaker campaign, which launched in April and showcased singer and rapper Audrey Nuna, model Giovanna Ramos, college basketball player Tahaad Pettiford, WNBA player Satou Sabally and NASCAR driver Toni Breidinger.
The sneakers, worn by other fashion-forward celebrities Bella Hadid and Ella Hemhoff, find inspiration in the cross-training sneakers from the late 1980s and early ’90s. The shoes were introduced on the spring 2025 runway, prior to their appearance in stores earlier this year.
Coach says it will continue to showcase new fabrications and colorways of the Soho Sneaker, which is currently available in a distressed “Loved Leather” option, a “Mixed Signature” print and several more options like “Ballerina” pink and “Optic White.” The shoes pay homage to New York City and feature a detailed map of Manhattan on the outsole.
The brand describes on its website the sustainable efforts put forth to create the sneaker, including the use of cotton denim sourced from farms utilizing regenerative agricultural practice.
Discover three different ways of styling the Coach Soho Sneaker, courtesy of WWD and FN senior style commerce editor Lauren Alexis Fisher, here.