Coach Ambassador Jayson Tatum Says His Style Is ‘Forever Changing’ but Always Ties Back to St. Louis Roots (Exclusive)

Jayson Tatum is the MVP on the basketball court and now the latest all-star of the fashion world.

The Boston Celtics forward and dad, 26, has carved his own path in the sports industry (he was named the NBA’s Eastern Conference Finals MVP in 2022) and is taking a step forward in his style journey as the coach’s newest ambassador.

“It means a lot to be able to join the brand in such an organic and authentic way,” Tatum told PEOPLE exclusively of his appearance, which includes the athlete looking polished in Coach’s Spring 2024 accessories in the debut campaign. “It was a lot of fun.”

Jayson Tatum to coach.

Charlie Engman

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You could say Tatum was on cloud nine on set (really, you should see the dreamy photos), as he modeled a sleek Jackson Watch and cool Gradient square sunglasses, which earned special bonus points in Tatum’s wardrobe for being “super dope “.

They’re also super versatile and Tatum says she loves that the glasses can be dressed up or down. It also helps that the design easily matches his everyday style. His motto: dress to impress without sacrificing comfort. “Being 6’9″ tall with big shoulders and a small waist, being comfortable is the most important thing,” he tells PEOPLE. “Being able to feel bold in everything you wear and not just what looks good [is key]. We travel a lot, fly by plane after games, so it’s always important to me that whatever I wear is good and that I’m who I am.”

Jayson Tatum to coach.

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Tatum describes his fashion sense as “forever changing,” but instead of experimenting with trends, he’s happy to stay in his lane. He is still learning about his taste, but always finds inspiration in his hometown of St. Louis (and also looks to St. Louis Icons like Nelly for inspo!).

Joining the Coach family was the perfect opportunity for Tatum to express himself through fashion in a way we haven’t seen him before. He told PEOPLE that the brand, whose latest campaign is rooted in the Courage to Be Real mission of encouraging confidence and self-expression, “really embraced him” and made the partnership “seamless.”

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In addition to this campaign, fans can expect to see Tatum dressed in a trainer during his walks through the tunnel on game day.

“Walking through the tunnel has become almost an iconic thing that players look forward to,” Tatum tells PEOPLE about how the NBA’s business dress code has affected on-court attire. “I think it’s great for fashion, it’s great to see these ball players taking ownership and really expressing themselves in different ways. Everyone’s style is different and unique.”

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Jayson Tatum to coach.

Charlie Engman

As he embarks on this new chapter with Coach, Tatum hopes to spread the positive message that has fueled him throughout his career. “Having the courage to be real is so important because in this industry there are so many ways you can lose yourself. It’s very important to stay true to your roots, be organic and be yourself.”

And, just as his goal is to empower young St. Louis to follow their dreams through his foundation, Tatum wants to remind everyone that staying true and following what you love will take you far.

Categories: Trends
Source: HIS Education