Jennifer Lopez, Michael B. Jordan, and More Pay It Forward With Coach


While it seems that our timelines are constantly being bombarded with bad news, perhaps Coach’s latest campaign offers an antidote to temporarily distract us from our woes. Looking to illuminate the silver lining, “Coach it Forward” is the brand’s latest interactive advertising campaign for its spring 2021 collection, honing in on the power of positivity.

“For spring, I wanted to evolve our Coach family story and speak to the way in which collective action and optimism can change things for the better,” said Coach Creative Director Stuart Vevers. “At the start of a new year and new chapter for so many, it’s important to put ourselves out there and support and recognize one another.”

coach jennifer lopez

Called you on the phone / said I’m comin’ through.”

Courtesy of Coach

michael b jordan coach

Courtesy of Coach

kōki coach

Japanese model and songwriter Kōki .

Courtesy of Coach

For this campaign, Coach tapped its roster of celebrities to share personal messages of gratitude for their loved ones. Released in a series of stills and short films shot by Renell Medrano and styled by Olivier Rizzo, Jennifer Lopez, Michael B. Jordan, Jeremy Lin, Yang Zi, and Kōki remind us that the little moments of thoughtfulness do, in fact, matter.

“So often we are going through the day-to-day motion of life without properly taking a moment to acknowledge the people who drive change in optimism in our lives, community and the world,” said Lopez in a press release. Jordan shared similar sentiments. “When you step back, you see that we’re all the sum of the people who have helped us along,” he stated. “I loved having this opportunity to lift up people who are important to me and recognize how their passion and positivity has moved my world forward.”

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Kicking off the campaign is none other than Lopez, who chose to “Coach it Forward” to her long-time friend, producer, and collaborator, Elaine Goldsmith-Thomas. Stepping out of a powder-green muscle car, Lopez can be seen making her way to a telephone booth in order to relay her gratitude. “Hey, E. I’m calling because I want to recognize you,” she says. “Thank you for always going the distance for me. I love you.”

As the face of Coach since 2019—and witha history of practicing daily affirmations—it’s only natural for Lopez to send positive vibes outward with this encouraging mission.

coach jennifer lopez

An exclusive image of J.Lo herself, behind the scenes on the set of Coach’s “Pay It Forward” campaign.

Courtesy of Coach

Viewers can even participate themselves. Through a special toll-free number (1-799-COACHNY), people from around the world will be able to send love-notes of appreciation to those they hold close to their hearts. Plus, those who do participate in the campaign will also have a chance for their message to be broadcasted all over the brand’s social channels, online shops, and in stores. As they say, a small token of admiration can leave a long-lasting, contagious effect. These days, you never know who may need it.

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