Coach has added even more superstar power to its new project after hiring Spike Lee to direct Michael B. Jordan’s latest campaign.
Hot on the heels of his first competitive Oscars win, which saw Spike take home the Best Adapted Screenplay award for BlacKkKlansman, the celebrated filmmaker has now been unveiled as the director of Coach’s new short film, Words Matter.
“I’m honoured to get to collaborate with giants in their respective fields, Michael B. Jordan and Coach,” Spike said in a statement. “It was truly a magical day working, shooting in the desert. Enjoy.”
Filmed in the desert outside Los Angeles, the short features Michael riding a motorcycle. He comes to a stop to see rocks scattered around with the words hatred, evil, bigotry and lies written on the, but replaces them with others branded with positive words – courage, truth, love and dream.
The Black Panther star was announced as the first-ever global brand ambassador for the company’s menswear collection in September (18).
“Collaborating with the iconic Spike Lee on this short film for Coach was an inspirational experience,” he praised. “Spike’s art has moved the cultural dial for decades. I’m proud of the powerful messaging of this film and to be working alongside a brand that cares about putting that narrative into the world as much as I do.”
Talking about Michael’s appointment at the brand, Coach creative director Stuart Vevers previously revealed that he’d slowly got to know the front row favourite over a number of years before welcoming him into the fold.
“He has been a true supporter of Coach, so it felt like a really natural step to collaborate more closely and create a partnership we can take to the next level,” the designer said.
As well as a soaring film career, Michael has become one of the most exciting names in celebrity fashion. His recent bold outfit choices include a Louis Vuitton harness, a blue velvet tuxedo jacket and a mottled texture Berluti suit.