Coach has launched “Not Just For Walking,” a campaign highlighting the brand’s recently-launched Soho Sneaker. Featuring a dynamic cast including singer and rapper Audrey Nuna, model Giovanna Ramos, college basketball player Tahaad Pettiford, WNBA player Satou Sabally and NASCAR driver Toni Breidinger, the campaign positions the Soho Sneaker as a vehicle for self-expression designed to embrace the many facets of the wearer’s life.
Directed by filmmaker Colin Tilley, the campaign shows the many ways the Soho Sneaker can fit seamlessly (and often unexpectedly) into a wide variety of situations. In the campaign film, Nuna uses her Soho Sneaker to prop open a door for friends at her venue, while Pettiford spins it on his finger like a basketball, and Breidinger uses it as a phone holder to listen to the latest race, among other examples.
This series of imaginative scenarios, ranging from more conventional to the playfully irreverent, positions the Soho Sneaker as the ideal companion for living life on one’s own terms. The same concept is captured by photographer Chris Maggio, who has distilled each scenario into a suite of striking images.
Spanning the fields of music, sport and style, the cast of “Not Just For Walking” were chosen for their affinity with sneaker culture, their inspiring stories and their expressive approach to personal style. They help bring to life Coach’s purpose, the Courage to Be Real, which is all about inspiring people to confidently explore and express their many selves.
“With the launch of our Coach Soho sneaker, we wanted to tell a different kind of story. Not about hype. Not about status. Not about collecting. But about real life – and what consumers want from a sneaker today. Style that adapts to the many expressions of who they are, ” said Joon Silverstein, Chief Marketing Officer at Coach. “We brought this idea to life with a campaign featuring an amazing cast of talent who are each shaping culture in their own way at the intersection of sport, music and fashion.”
First debuted on the Coach Spring 2025 runway, the Soho Sneaker draws inspiration from the cross-training sneakers of the late ‘80s and early ‘90s, reimagining a classic style through the lens of the house’s distinctive design language. Named after New York City’s iconic Soho neighborhood – a noted epicenter of fashion and culture – the sneaker evokes the creative spirit of the city as a unique intersection of identities and personal aesthetics.
