Coach has announced the launch of its latest campaign, “Not Just For Walking,” designed to spotlight the brand’s new Soho Sneaker.
The campaign features a diverse cast including singer and rapper Audrey Nuna, model Giovanna Ramos, college basketball player Tahaad Pettiford, WNBA player Satou Sabally and NASCAR driver Toni Breidinger. Each was selected for their connection to sneaker culture, their inspiring personal stories and their expressive approach to style.
Directed by filmmaker Colin Tilley, the campaign presents the Soho Sneaker as a versatile choice that fits a wide range of lifestyles and activities. Through a series of imaginative scenarios, ranging from the everyday to the irreverent, the sneaker is positioned as an adaptable companion that supports individuality. Photographer Chris Maggio has also captured the campaign’s spirit, creating a suite of striking images that distil each scenario into a visual narrative.
According to Coach, the campaign reinforces its wider brand purpose, the Courage to Be Real, aiming to inspire individuals to confidently explore and express their multifaceted identities.
Joon Silverstein, Chief Marketing Officer at Coach, said, “With the launch of our Coach Soho sneaker, we wanted to tell a different kind of story. Not about hype. Not about status. Not about collecting. But about real life, and what consumers want from a sneaker today. Style that adapts to the many expressions of who they are.”
The Soho Sneaker made its first appearance on the Coach Spring 2025 runway. Its design draws inspiration from the cross-training sneakers of the late 1980s and early 1990s, reimagining a classic silhouette through the lens of Coach’s distinctive aesthetic. Named after New York City’s Soho neighbourhood, the sneaker is intended to evoke the creative spirit of the area, known for its unique intersection of identities and personal styles.
