Coach Delivers Horse and Carriage Code for New Generation by Tyler Mitchell

Coach launched its Spring 2022 campaign with a modern twist on its horse and carriage campaign with ‘That’s My Ride’. Coach Family including Jennifer Lopez, Megan Thee Stallion, Noah Beck, Wisdom Kaye and Kōki are onboard.

As the campaign spreads global wings, new ambassadors for the house Dean Fujioka and Shawn Dou, TikTok star Parker Kit Hill and comedian Elsa Majimbo join the fashion caravan.

Coach Creative Director Stuart Vevers worked in collaboration with director and photographer Tyler Mitchell on the campaign, which reimagines Coach's iconic Horse and Carriage code and first-ever house logo in a pop palette for a new generation.

"That's My Ride" playfully explores Coach’s legacy through a pop culture lens and taps into nostalgic ride scenes in movies and music. Our collective imagination is wanting to hug many of these American classics scenes. This is not a trip back to the 50s. There is no “make America great again” subtext.

Rather, the scenes capture New York City and other destinations at our summer of love, multicultural mix best. Those American, urban stories exist, frankly, and they are rarely celebrated.

"Joyful and optimistic, Spring 2022 celebrates our house codes through the point-of-view of a new generation," said Vevers. "It expresses what I've always loved about Coach, which is the way our heritage can be a platform for individual expression and bold ideas that shape the future."

The result of this collaborative vision is Lopez biking with a posse of BMX bikers, Megan Thee Stallion battling it out on bumper cars at a seaside amusement park, and Wisdom Kaye and his TikTok super crew, including Noah Beck, joyriding around Brooklyn. In a very real sense, this cast and crew are American originals and the best of what we have and can be.

"That's My Ride" is also brought to life with Horse and Carriage takeovers of New York City buses and bike stations and collaborations where artists reimagine the code in their own way.

Coach reminds us again that this is a global message, even if it touches down most often in New York City.