Coach unveils “Find Your Courage,” a campaign featuring virtual human, model and digital creator imma and Coach Family Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan. Set in a virtual universe, the campaign introduces the Coach Spring collection within a story about finding the courage to discover what it means to be real in your own way.
The newest exploration of “The Courage to Be Real,” Coach’s purpose grounded in inspiring people to express the many sides of who they are, “Find Your Courage” takes place between physical and virtual worlds, blurring the lines along the way. The campaign is inspired by the way today’s younger generations are redefining what it means to be “real” through the lens of many concepts of self—and the courage it takes to navigate and embrace the complex layers of identity.
Unveiled with the first chapter starring Lil Nas X, the campaign follows imma as she goes on a journey to find her courage, visiting each ambassador in their own unique virtual world. With each visit, imma learns each individual’s “superpower”—a lesson that will help her discover what makes her real in her own way. Lil Nas X shows her the courage to change the game by writing your own rules instead of following someone else’s rulebook.
“‘Find Your Courage’ is meant to inspire our consumers to seek out all possibilities for who they can be, despite the tensions and expectations in life they might feel,” said Coach Global Chief Marketing Officer and North America President Sandeep Seth. “For us, imma is the perfect ambassador to tell this story because she is challenging the notion of what we consider ‘real’ today. Her journey in our campaign takes us into a new world that pushes the boundaries of self-expression and inspires us along the way.”
