COACH Partners with Lil Nas X, in ‘Courage to be Real’ Brand Campaign

GLOBAL NEWS—The new global Coach ambassador, Lil Nas X, made a short film for the “Courage to Be Real” launch, directed by Petra Collins and featured his most recent track, “Star Walking.”

Courage to Be Real is Coach’s vision and message about embracing all elements of who you are with confidence—and inspiring others to express themselves authentically, as well. It is a call to action to promote brave self-expression.

Lil Nas X’s remarkable transformation into the person he is today, as well as the challenges he experienced along the way, are the subjects of Collins’ Courage to Be Real Film.

The film follows Lil Nas X through rooms that represent significant points in his personal journey—from his early years in the Atlanta suburbs, to finding fame through music, to becoming the multi-hyphenate superstar he is today. It set in a dream-like world informed by Collins’ and Coach’s shared vision of American pop culture, through the lens of the next generation.

Photo courtesy of COACH

Lil Nas X is Coach’s newest worldwide ambassador, and this is his debut campaign for the company, he will bring Courage to Be Real in life, with the future campaigns.

He joins a long line of trailblazers in the history of the house, from founder Miles Cahn, who gave Coach the title of “Original American House of Leather,” to its first head designer Bonnie Cashin, who revolutionized the leathergoods industry in the 1960s and 1970s with her vibrant, useful bags, to Stuart Vevers today, who changed Coach with his innovative designs.

“My whole career has been about breaking down doors, and this campaign represents everything I’ve overcome so far, It’s about walking into new chapters of life, new experiences and new versions of myself, and it’s rooted in authenticity and self-expression—two things I really care about. It was really fun collaborating with Stuart and Petra to bring this to life.”

Photo courtesy of COACH

Courage to Be Real will be brought to life in the future through campaigns and storytelling moments centered on the theme of courageous self-expression. It is also the first campaign to be launched as part of the house’s newly evolved Expressive Luxury positioning, which is defined by self-expression, inclusion, and emotional connection and was unveiled last month.

Watch the film Here: