Coach has teamed up with the legendary director Spike Lee and the Hollywood star Michael B. Jordan to remind us all of the importance of words.
The US fashion brand has unveiled a short film directed by Lee and starring Jordan, titled ‘Words Matter’. The clip, which is set in the American desert, sees Jordan rejecting words such as ‘evil’, ‘bigotry’ and ‘lies’, and replacing them with more positive alternatives, such as ‘courage’, ‘love’ and ‘dream’. A further clip sees Jordan tell the camera: “Think about what you say. It’s important.”
“Collaborating with the iconic Spike Lee on this short film for Coach was an inspirational experience,” said Coach menswear ambassador Jordan in a statement. “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.” Meanwhile, Lee said: “It was truly a Magical Day working, shooting in the Desert. Enjoy.”
The clip isn’t the only short film Coach has lined up — the brand is also set to launch a series of videos featuring conversations about the ‘Words Matter’ film, directed by Lee’s children Jackson and Satchel, and starring the artist Whisbe and the basketball player Spencer Dinwiddie.
Jordan was first unveiled as Coach’s new ambassador back in January, when he stepped in front of the camera for the heritage brand’s Spring 2019 campaign. The star cited the brand’s ethics when accepting the role, saying: “I’ve been a fan of Coach for a long time and truly respect their inclusive and optimistic values.”