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Coach Taps Music for Fall Push With Spotify Hub and Bus Tour
Coach launches "Live Your Story" with a global Spotify hub, four Elle Fanning films and a four-country Tabby Tour bus as it courts Gen Z through music.
Updated
The brief
- Coach's fall 'Live Your Story' campaign pairs a global Spotify integration with a Tabby Tour bus traveling to the U.S., U.K., Japan and South Korea.
- Four films directed by Vincent Haycock star Elle Fanning alongside musicians PinkPantheress, Soyeon, Lilas and Shan Yichun, promoting the Tabby bag.
- Tapestry increased marketing spend about 20% year over year; Coach revenue rose 24% for full fiscal 2026.
Based on Marketing Dive; imgproxy.divecdn.com
Filed under coach, spotify, experiential-marketing, music-marketing, brand-campaign
Tom Whitfield
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Staff writer covering consumer brands and retail at Marketing Herald.