How Coach cocreated 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."

Coach launched its spring 2026 campaign titled 'Explore Your Story' to promote the Tabby bag and a new collection of readable book charms. The campaign was developed through co-creation with global communities and informed by Gen Z insights. 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 video shows ambassadors experiencing transformed worlds after reading books. Twelve miniature readable book charms were created based on classic titles like 'Sense and Sensibility' and 'I Know Why the Caged Bird Sings,' selected collaboratively with Gen Z consumers. Coach emphasizes daily consumer listening through social media engagement and deep immersions to understand and build community with audiences.

Read at Retail Dive