Coach’s “Live Your Story” Makes a Case for Logging Off
For Fall 2026, Coach turns to Gen-Z, and the universal language of music to explore what happens when we look up from our screens
Where better to gather the cultural intelligence of today than from Gen Z themselves? Coach’s Fall 2026 campaign, “Live Your Story,” does exactly that: a campaign born from a generation’s shared desire to break free from the endless cycle of doomscrolling and spend more time connecting with the world beyond their screens.
At the center of it all is music. If Gen Z is going to reconnect with the world beyond their phones, they’ll do it with the belief that music, particularly live music, might be the medium through which they do so. Within music lies an endless opportunity for expression, both individual and communal; a space where time away from the screen is not constricting but liberating, allowing personal identity to meet collective experience.
In partnership with Spotify, the new campaign unfolds across four films, each fronted by a trailblazing musician whose sound has resonated far beyond their home country. Singer-songwriters from across the globe contribute original tracks: Britain’s PinkPan...