Coach announces the launch of Coach x Michael B. Jordan, the first-of-its-kind creative collaboration with actor, producer and first global face of Coach menswear, Michael B. Jordan. Inspired by his cultural influences and community, and his love of Naruto, his unisex ready-to-wear, footwear and bag collection is Jordan’s first foray into fashion design, guided by the expertise of Coach Creative Director Stuart Vevers.
Created in partnership with VIZ Media, the collection combines Coach craftsmanship with Jordan’s affinity for functional fashion and graphic codes from the world of Naruto. Product ranges from parkas, jean jackets and pullovers to backpacks, utility packs and hybrid sneaker boots. Infused with technical details like removable sleeves, tactical straps and elastic closures, it also features imagery of characters from Naruto, as well as the series’ trademark “eye” motifs reimagined with Coach’s Retro C graphic.
These references tie back to the story of Naruto Uzumaki himself, a young ninja who begins his journey as an outsider and earns the respect of his community as he works with his friends to protect it. The Naruto backstory speaks closely to Jordan’s own narrative as an outlier building bridges inside and outside of the Hollywood establishment, and echoes Coach’s commitment to community and courage.
To launch the collection, Coach releases a campaign that fuses its values and craftsmanship with Jordan’s cinematic skill and Naruto’s mystic iconography. The hero film, conceived by Jordan and directed by Rachel Morrison, who collaborated with Jordan previously as the director of photography on Black Panther, takes place in a neon-drenched Tokyo street, and moves between moments of modern-day grit and magical realism, placing an emphasis on the power of connection.
“Working with Mike is always a great experience,” said Vevers. “He’s a great collaborator because he always puts his heart and soul into everything he does, and because he brought something authentic and personal to the collection.”
“With my name on this collection, it was important to design pieces that represent my cultural influences and my community; pieces that I could see my friends, family and fans wearing with pride,” said Jordan. “As with all aspects of my work, this collection is about bringing fresh perspectives and unique voices to the forefront. Expanding into the fashion design space was rewarding beyond my expectations. I’m grateful to Stuart and Coach for providing me with the opportunity and expertise to execute a collection I’m extremely proud of.”
Coach will also celebrate the collection with global pop-ups in Japan, Malaysia and the United States, a dedicated Coach experience in the VIZ Media booth at New York Comic Con on October 3-6, and a range of limited-edition T-shirts.
The Coach x Michael B. Jordan collection is now available online at Coach.com and in stores.
Kate is co-founder, EIC, and CCO of BWT. She’s also a Certified Rotten Tomatoes Critic, host, and creator of our flagship podcast, But Why Tho? and Did You Have To?. She also manages all PR relationships for comics, manga, film, TV, and anime. She has an MA in Cultural Anthropology and Religious Studies focusing on how pop culture impacts society.