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Coach Launches “Coach Family” Fall 2020 Global Advertising Campaign Starring Jennifer Lopez, Michael B. Jordan, and More, with Their Families


In a time when our communities have never been more important, Coach focuses on the value and meaning of family with the launch of “Coach Family,” a global advertising campaign for the house’s Fall 2020 collection. The campaign celebrates stories of togetherness, relationships that endure, and the power of modern families—those we are born into and those we choose over time.


The campaign features established Coach faces Jennifer Lopez and Michael B. Jordan, as well as individuals the cast hold close and consider family. Released as a series of unfiltered stills and films inspired by home videos, the campaign translates the house’s enduring spirit of optimism, inclusivity, and its mission to inspire audiences to be true to themselves.


“At this moment, it feels important to re-examine our values,” said Coach Creative Director Stuart Vevers. “To me, fashion, at its best, has always been about community, creativity and building lasting relationships. I am proud to share stories with our Coach Family about the people that matter most in their lives—relationships that are authentic and timeless.”


The campaign reveals the modern “Coach Families,” including Jennifer Lopez’s mother, Guadelupe Lopez, and children Emme and Max Muñiz..


“Coach has given me an opportunity to reflect on three generations of love and appreciate the blessings that I have,” said Lopez. “In a year like this year, where there is so much chaos, so much change and uncertainty just happening all around us, family is all about having a constant source of love and light for each other. I have never felt so close to my family or so dependent and needing them as I have during this time in my life.”


The campaign will also spotlight key bags and footwear from the house’s Fall 2020 collection, including the Tabby Shoulder Bag in Signature and the Rivington Belt Bag.

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