Coach is repositioning its China strategy by appointing American-born Chinese basketball player Jeremy Lin its second men’s wear ambassador, after Michael B. Jordan.
“In 11 years as a pro, I have never ever done high-end fashion, but when presented with the chance to join the Coach family, I had to jump on it. Classy, refined, relational, dream-oriented and philanthropic. I’m ready to go into unchartered territory. Looking forward to collaborating with creative director Stuart Vevers. I promise you guys, we’re definitely gonna inspire and give back,” Lin said on Instagram.
“I am very happy that Jeremy Lin is joining the coaching family,” Vevers said. “I appreciate his confident and cheerful personal style, and I also admire his faith in his career. His positive spirit has inspired a new generation of young people to realize their dreams, and I look forward to more collaborations in the future.”
Yann Bozec, president and chief executive officer of Coach China, said in an interview with WWD, “I remember Boston Consulting published a report pointing out that male customers are more concerned with brand ideology and tend to trust persuasive brands. After identifying with the brand, they will become a loyal consumer. We hope, through this collaboration, to pass on Coach’s courageous, tenacious and dream-catching spirit to the vast number of Chinese consumers.”
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