Coach transformed the second floor of their Fifth Avenue house into the ultimate video game station in celebration of their new collaboration with Roblox and Zepeto for their new “Find Your Courage” campaign.
Upon arrival, we were greeted with two delicious signature cocktails: the Extra Life (tequila, sour lemon, apricot, and honey) and the Multiplayer Peach (sparkling wine, white peach, yuzu, and raspberry gastrique).
Afterward, we hit the gaming stations to try out the new collab for the first time. In the game, you have four minutes to design a digital avatar, create a head-to-toe look featuring pieces from Coach’s collection, including the Quilted Tabby Bag, and walk the runway to participate in a fierce fashion competition. It takes a minute to get the hang of it, but once you do, the game is seriously addicting.
BFA-Ben Rosser
As a part of the “Find Your Courage” campaign, Coach aims to merge fashion with digital self-expression. For Roblox, this collaboration was a no-brainer as 84% of Gen-Z users say they prioritize their avatars’ style over physical appearance.
In doing so, they’ve introduced Imma, the virtual human, on a journey to finding the courage to be real. Imma finds herself in different worlds, with each tackling a different concept surrounding self-expression.
BFA-Ben Rosser
With Coach being a leading force in the fashion landscape, especially with younger consumers, they want to encourage users to find their digital identities and make timeless, luxurious fashion as interactive and accessible as ever before.
Sandeep Seth, Tapestry, Chief Growth Officer and Coach Global CMO, says, “Entering immersive platforms with ‘Find Your Courage’ represents an exciting moment for Coach, marking our innovative leap into connecting with a younger, digital-first audience.”
“It’s about creating a space where people can express their individuality and style in an environment where they feel most at home,” he continues.
BFA-Ben Rosser
Want in on the fun? Coach is opening its doors from July 19-21 for a limited-time pop-up allowing you to test the game for yourself. The “Find Your Courage” collaboration will be available July 19 in ZEPETO on all IOS and Android devices, and the Fashion Famous 2 and Fashion Klossette takeovers will be available July 19 until August 19 on Roblox.
