Coach is a luxurious fashion label known for its leather goods and garments. Employing their platform, the brand launched a new initiative through The Coach Foundation, to campaign inspiration and empowerment for the Next Generation.
The initiative "Dream It Real" is purposed to assist students in visualizing and envisioning their goals and dreams with empowerment coaching.
In addition, Coach has partnered with The Future Project, a national nonprofit organization that makes it possible for young people to discover their natural abilities, potential; and become competent and build a better future. The partnership developed a project of placing Dream Directors in classrooms across the nation, motivating and directing students to ignite their passion and achieve their dreams. The Dream Directors consist of leaders, coaches and organizers from all walks of life, trained and skilled in The Future Project's campaigned purpose.
Coach has also, donated $1.4 million dollars to The Future Project for its continued effort in mentoring the next generation.
Coach has recruited Selena Gomez
and Michael B. Jordan as ambassadors for the Dream It Real initiative.
Selena Gomez and Michael B. Jordan are tasked to visit schools that are part of The Coach Foundation's
Dream It Real campaign and work as honorary Dream Directors. Their mission is implementing the initiative's objectives and exerting their knowledge and wisdom of their experiences towards the students, and generate an energy of optimism.
"Today, we are proud to stand behind a mission to inspire and equip young people to take steps toward finding their passion and purpose."
"Together, our employees and our associates are a community united by our shared desire to achieve our dreams – and to help others achieve theirs," Joshua Schulman, CEO and President of Coach expressed in a news conference.
“Young people have shown us that they are capable of extraordinary things,” asserted Margaret Coady, Executive Director of the Coach Foundation during the news conference.
“We are excited to support and raise awareness of The Future Project’s work at a moment when so many young people are ready to take action on their vision of a better tomorrow, for themselves and for the world.”
The Coach Foundation released a mini video to introduce the Dream It Real campaign.
Check it out below.