Michael B. Jordan might be your favorite antagonist in Black Panther but today, the famed actor becomes your favorite fashion protagonist as Coach launches its men’s global advertising campaign for Spring 2019 with Michael B. Jordan as the global face of Coach Menswear.
In his first campaign for the brand, Jordan captures the cool optimism of the Coach Guy in a series of images set “backstage” at a faded carnival.
Lensed by Craig McDean, the campaign was shot in a sunlit desert landscape outside of Los Angeles. With Fabien Baron as Art Director, Jordan posed on a vintage car dressed in reimagined Coach’s iconic American silhouettes – a colorblock shearling jacket, a blue leather moto and a patchwork leather MA-1.
The campaign also stars the new season’s hero bags, including the Signature Rivington Backpack, the Rivington Belt Bag and the Metropolitan Carryall.
Coinciding with the men’s Spring 2019 launch, Coach also unveils its campaign for the men’s fragrance collection, starring Jordan. Set in a garage among chrome-plated reflections, the scene shows Jordan sitting in a vintage car and conveys the approachable masculinity of the Coach Guy.
Commenting on his new role, Jordan said “I’m proud to be the face of Coach men’s. I’ve been a fan of Coach for a long time and truly respect their inclusive and optimistic values.”