Coach unveils “Find Your Courage,” a campaign featuring virtual human, model and digital creator Imma and Coach Family member, Kōki. Set in a virtual stratosephere, the Summer iteration on a Coach universe presents the brand’s Spring 2024 collection within a story about finding the courage, to discover what it means to be authentic in one’s own, unique way.
The newest exploration of “The Courage to Be Real,” Coach’s aim hinges on inspiring people to express the multiple facets of who they are, “Find Your Courage” is situated amidst the physical and virtual realms, blurring the lines and bounds along the way. The campaign draws inspiration from the way today’s youth are redefining what it means to be “real” through the lens of various interpersonal lenses of the self—and the courage required to navigate and embrace the complex layers of identity.
Unveiled with the first chapter starring Lil Nas X, the campaign continues its narrative through following Imma as she goes on a journey to find her courage, visiting each ambassador in their own unique virtual world. The collection imagery also highlights Coach Family Member, Kōki, and her journey within the brand’s symbolic self-reflective universe to self discovery and enlightenment. With each visit, Imma comprehends each individual “superpower”— a lesson that will aid in her discovery of what makes her uniquely real, in within herself. Kōki champions her courage to facilitate change within the game by writing her own rules instead of following a pre-written rulebook. The campaign aims to highlight a synonymous journey with varying, tailored outcome to bare metaphor for the unique journey of life, self discovery, and personal growth.
“‘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.”
