How Coach co-created a campaign with Gen Z communities around the world

"Listening is so important to us. We do deep immersions all around the world to deeply understand our consumers. What social has taught us is, it's not just about these deep immersions, which are so central to how we think about building our brand. It's a daily discipline. It's constantly listening and engaging with consumers on social, in comments, and it's incredible to see how culture and community form within those spaces."

"It is our most co-created campaign to date, from start to finish. It has been done in co-creation with Gen Z communities, from the U.S. to China: defining the insight, crafting the narrative, selecting the books, defining how it shows up in culture and in communities."

"In both videos, each ambassador sees their world transformed around them after reading a book. The campaign comes as Coach introduces twelve miniature, readable book charms based on titles including Jane Austen's Sense and Sensibility and Maya Angelou's I Know Why the Caged Bird Sings that were chosen collaboratively with Gen Z consumers."

Coach introduced its spring 2026 campaign 'Explore Your Story' centered on the Tabby bag and a new collection of twelve miniature, readable book charms based on classic titles like Jane Austen's Sense and Sensibility and Maya Angelou's I Know Why the Caged Bird Sings. The campaign was developed through extensive co-creation with Gen Z communities worldwide, informed by deep consumer immersion and continuous social media engagement. Two campaign videos directed by Marcus Ibanez feature brand ambassadors from film, music, and sports including Elle Fanning, Storm Reid, Soyeon, Lilas, Paige Bueckers, and Shan Yichun, each depicting their world transformed after reading a book. Coach CMO Joon Silverstein emphasized that listening to consumers through daily social engagement and community building is central to brand development.

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