Coach Introduces “Explore Your Story”: A New Campaign Championing the Power of Storytelling

Today, Coach introduces “Explore Your Story,” the brand’s Spring 2026 campaign shaped by global listening to Gen Z and co-created with communities worldwide. Spanning cultural partnerships from the United States to China, “Explore Your Story” features Coach’s iconic Tabby bag.

Inspired by a renewed cultural embrace of long-form storytelling, “Explore Your Story” taps into a growing tension: Gen Z lives in a short-form, fast-paced digital world, and yet they are increasingly turning back toward books as a way to explore identity, self-expression, and possibility. Through the campaign, Coach champions storytelling as a way to express all of who you are and have the Courage to Be Real, creating room for connection through shared experiences: from books and book clubs to digital communities and campus conversations.

“One of the clearest insights we heard from Gen Z globally is how central storytelling is to how they make sense of who they are—and who they’re becoming,” said Joon Silverstein, Coach Chief Marketing Officer. “In a world shaped by fragmentation, digital overload, and constant acceleration, many described books and long-form storytelling as a refuge—a way to slow down, reflect, and feel a sense of belonging. ‘Explore Your Story’ grew from that insight, and from our desire to show up alongside this generation as they find the confidence to write their own narratives.”

Six boundary-breaking members of the Coach community star in the two films that anchor the campaign. Returning global ambassadors include Academy Award-nominated actress and producer Elle Fanning, Emmy-winning actress and producer Storm Reid, Korean artist, singer-songwriter and producer SOYEON, and Japanese singer-songwriter Lilas. They are joined by Kia WNBA Rookie of the Year Paige Bueckers, now in an expanded role with the brand, and Shan Yichun, a breakthrough Chinese singer who joins Coach for the first time. Together, they span film, music and sport, and each embody Coach’s grounding purpose: The Courage to Be Real.

Directed by Marcus Ibanez, the two campaign films bring storytelling to life through intimate vignettes that show how a powerful story can shift perspectives, spark possibility, and foster community. As each cast member reads a book, the world transforms around her, showing how stories can inspire courage and connection. The films are complemented by a suite of still imagery captured by award-winning photographer Elaine Constantine.

“Storytelling doesn’t happen in silos, and neither does self-expression,” said Silverstein. “We intentionally brought together partners from different parts of culture—fashion, literature, sport, and digital culture—because Gen Z doesn’t experience identity in one lane. Our role isn’t to speak for communities, but to create shared spaces where many voices can come together around a belief in the power of storytelling and the courage it takes to be real.”

The campaign goes further with a series of global experiences designed to bring Gen Z together in real life. “Explore Your Story” will extend across the U.S., Asia and beyond through community initiatives where Gen Zs can connect and share stories.