NEW YORK, Feb. 26, 2019
/PRNewswire/ -- Coach today announced the release of "Words
Matter," a Short Film directed by Spike
Lee, starring global face of Coach menswear, actor/producer
Michael B. Jordan. Shot in
the desert outside Los Angeles
this past fall, the Short Film features a strong poetic narrative
that speaks to Coach's values of inclusion, optimism and courage.
Emphasizing the importance of these values today, its
purpose-driven concept reinforces what the brand stands
for.
To create the film, Coach brought together Lee and Jordan, two
unique talents known for challenging and redefining the landscape
of American film. Working together for the first time, the pair
hand-picked the distinctive words featured in the narrative to
champion a message they both strongly believe in.
The Short Film opens with Jordan traversing the hot, dusty
landscape on a motorcycle. Alone on his journey, he dismounts his
bike to find rocks scattered among the desert scrawled with
negative words—"Hatred," "Evil," "Bigotry," "Lies." Taking action
into his own hands, he replaces the bad rocks with good rocks
featuring positive words—"Courage," "Truth," "Love" and "Dream"—and
writes a new legacy.
"Collaborating with the iconic Spike
Lee on this short film for Coach was an inspirational
experience," said Jordan. "Spike's art has moved the cultural dial
for decades. I'm proud of the powerful messaging of this film and
to be working alongside a brand that cares about putting that
narrative into the world as much as I do."
"I'm honored to get to collaborate with Giants in their
respective fields, Michael B. Jordan
and Coach," said Lee. "It was truly a Magical Day working, shooting
in the Desert. Enjoy."
In addition to Spike Lee, who
directed and co-wrote the film with his children Satchel and
Jackson Lee, Coach worked with
stylist Jane How, hair stylist Jove
Edmond and makeup artist Carola
Gonzalez to bring this vision to life.
To start a conversation around the film "Words Matter," Coach is
also enlisting friends of the house in a series of first personal
videos. Directed by Lee's children, Jackson and Satchel, the series
of shorts features the artist Whisbe, Nets player Spencer Dinwiddie and Satchel and Jackson Lee, among others. It will showcase
personal points of view on why words matter and will be published
over the course of several days to inspire the wider community to
post their own testimonials around the film's core message.
ABOUT COACH
Coach is a global design house of modern
luxury leather goods, apparel, footwear, fragrance, eyewear and a
full range of lifestyle accessories. Founded in 1941, Coach
has a longstanding reputation built on quality craftsmanship and is
defined by its confident New York
style. The brand approaches design with a modern vision,
reimagining luxury for today with an authenticity and innovation
that is uniquely Coach. Coach products are available in
approximately 55 countries through its network of directly operated
stores, travel retail shops and sales to wholesale customers and
independent third-party distributors, as well as through
coach.com.
Coach is a Tapestry, Inc. brand. Tapestry is publicly
listed on the New York Stock Exchange under the ticker TPR.
EDITORIAL CREDIT: Coach
VIDEO CREDIT: Directed by Spike
Lee
VIDEO LINK:
https://coach.egnyte.com/dl/T9KXSALuct
Password: v3JETx43
SOCIAL MEDIA: @Coach; #WordsMatter #CoachxMBJ
#CoachNY
CONTACT:
Antoine
Phillips, Senior Director, Global Communications &
Celebrity
212 946 3621 / aphillips@coach.com
Amanda Peña, Director, Global Brand Communications
212 946 3854 / apena@coach.com
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SOURCE Coach, Inc.