The idea driving the partnership between Coach and the Women’s National Basketball Association was ambitious: as we enter a defining era of cultural momentum around women's sports, create a platform that could amplify the league’s stories and its athletes in a way that transcends traditional fashion or sports marketing.
To achieve this Revery collaborated with Coach to map the arc of the partnership by identifying key moments of the season that could amplify humanity as the center of storytelling and spark conversation. From there, we helped define and produce the creative expression that brings culture to life, connecting to audiences across sport and style.
Revery to concepted, strategized, and executed a season-long program that:
Led, rather than borrowed from, cultural conversations around self-expression, identity, and community.
Ultimately, the work set out to move beyond brand awareness, aiming instead to establish Coach as a true partner with purpose—helping shape the broader narrative of the WNBA’s rise.
Strategic Foundation
Revery’s role was to help Coach establish Courage to Be Real as more than a campaign, it became the cultural lens through which the brand entered the WNBA. Anchored in Coach’s own language of self-expression, the strategy ensured this partnership would never read as a transactional sponsorship or logo placement. Instead, it reflected the shared ethos of both Coach and the WNBA: individuality, visibility, and power.
As Ebony noted on April 16, 2025, Victor Qunnuell Vaughns Jr. wrote: “At the heart of the deal is ‘The Courage to Be Real’—Coach’s brand gospel about self-expression without apology. That same ethos pulses through the WNBA, a league where players have long used their platforms not just for points, but for protest, pride, and pure style. This isn’t just about accessories. It’s about identity. Visibility. Power.”
Storytelling Through Film
We built the campaign narrative through five beautiful short films spotlighting rookies including Paige Bueckers, Kiki Iriafen, and others. Each film gave space for the athletes to define what Courage to Be Real meant in their own lives, highlighting journeys of resilience, authenticity, and individuality. These stories positioned Coach not as a brand speaking at athletes, but as a partner amplifying their voices, shaping the cultural tone for the season. The films became a foundation for all creative outputs, demonstrating how fashion and sport can align around shared values.
Experiential Leadership
At All-Star Weekend in Indianapolis, we brought the strategy to life through a 50x50 ft pop-up designed as an immersive brand canvas. Every detail was created to stand out in a crowded sponsorship landscape—crafted from white oak, leather, and neon signage, the space fused bold fashion aesthetics with play. Fans shopped, customized Tabby bags with charms and monogramming, and competed in pop-a-shot for exclusive prizes, while product storytelling and interactive installations invited them to explore and express themselves. The experience culminated in a VIP party that injected fierce fashion spirit into the weekend, elevating Coach as the cultural and experiential standout in a sea of corporate sameness.
Lasting Impact
By grounding the work in storytelling and experience, Revery helped transform Coach’s entry into the WNBA from a sponsorship into a cultural statement. The partnership highlighted the natural alignment between fashion and women’s sports, proving that when brands move at the speed of culture, they can drive both visibility and lasting impact.
Objectives
Our work positioned Coach as a purposeful, culture-driving partner to the WNBA through a season-long program that resonated with players, fans, and the broader cultural conversation. Every activation reinforced emotional and cultural alignment, generating meaningful engagement beyond impressions.
Internal Impact
Nearly 4,000 fans attended the Coach x WNBA pop-up, while more than 300 creative assets, including teasers, athlete-led films, GRWM content, and a landing page, kept the partnership visible all season. For North American Marketing, this became a signature win and proof of their ability to lead a high-profile, culturally relevant initiative.
External & Social Impact
Coverage celebrated Coach’s role in bringing fashion into women’s sports, with features in The New York Times, Harper’s Bazaar, Ebony, Vogue, Forbes, and Business of Fashion. The WNBA Draft, the second most-watched of all time, reached 1.25 million viewers, and our draft-day content drove 854 million impressions, keeping the partnership top of mind while sparking conversation around self-expression, style, and the future of women’s sports.
Success & Cultural Impact
This work elevated Coach from participation to leadership. The brand did not just join the conversation, it helped shape it, amplifying athletes’ stories, fostering dialogue, and creating a lasting platform for authentic cultural impact.
