Coach has named Mexican-American musician Omar Apollo as a new global ambassador, expanding its roster of boundary-pushing creative talent. The brand announced that Apollo will star in upcoming watch, eyewear, and fragrance campaigns beginning this spring as part of the global Coach community.

Known for forging his own path in music, Apollo has built a career rooted in authenticity, creativity, and individuality. From releasing music independently to earning critical acclaim and Grammy recognition, his journey reflects Coach’s purpose, “The Courage to Be Real,” which centers on confidence and self-expression. Through these new campaigns, Apollo joins a global network of artists, athletes, and creatives who share a commitment to expressing every side of who they are and inspiring others to do the same.

“Coach has been a name I’ve known since I was a kid, and being able to join the brand today feels really special. I have always connected with the creativity and individuality they stand for, and I am excited to bring my own point of view to what we build together.”

—Omar Apollo

Coach’s Creative Director Stuart Vevers also praised the partnership, saying, “He has a playful confidence that shines not just through his music, but in everything he does.” Global eyewear and watch campaigns featuring Apollo will debut in February, followed by a fragrance campaign in March set to his tracks “Talk” and “Less of You.”