Coach‘s newest campaign doesn’t feature luxury leather goods or apparel, but a mission to help others. Via its charitable arm, Coach Foundation, the brand has started the “Dream It Real” campaign that focuses on inspiring high school students to pursue their dreams. The company has donated $1.4 million to this campaign, partnering with nonprofit organization The Future Project, whose “Dream Directors have partnered with students, teachers, and administrators across the country to turn their high schools into inspiring places that ignite the passion, purpose, and full potential of everyone inside them.”
Coach brand ambassadors Selena Gomez and Michael B. Jordan will serve as celebrity Dream Directors for the project. They will visit schools and work closely with students on their goals and projects.
“Today, we are proud to stand behind a mission to inspire and equip young people to take steps toward finding their passion and purpose,” said Joshua Schulman, CEO and president of Coach. “Together, our employees and our associates are a community united by our shared desire to achieve our dreams – and to help others achieve theirs.”
To launch the campaign, Coach released a video directed by Tyler Mitchell featuring students from The Future Project schools describing their aspirations and their goals for the future. Find out more about the #dreamitreal project here.