Jayson Tatum on Fronting Coach's New Men's Fragrance Campaign and His 'Low-Key' Grooming Routine (Exclusive)

At six feet nine inches tall, it’s hard to believe that Jayson Tatum fits into anything.

But on a chilly day in New York, the Boston Celtics small forward is doing just that.

Tatum is in the Big Apple on business: earlier in 2024, the athlete was named a global ambassador for Coach’s eyewear, watch and fragrance collections.

That day, he traveled the streets of the city (with renowned photographer Keiza Kitajima) to shoot his debut campaign for the fashion house’s men’s fragrance collection, which includes Coach for Men, Coach Blue, Coach Green and Coach Platinum.

“It means a lot, I definitely don’t take it for granted,” Tatum tells PEOPLE as the face of Coach men’s fragrance. “I’m grateful to be able to tell my story through the lens of the campaign.” (See his inspiring words below.)

Tatum may have been born and raised in St. Louis, Missouri, and now plays in Boston, Massachusetts—but he was the perfect person to represent fragrances that celebrate the house’s New York roots and celebration of self-expression.

“Coach For Men and I are all about authenticity,” Tatum said in a press release when the campaign was announced.

Echoes Coach Creative Director Stuart Vevers, “I find his personal story authentic and inspiring. His ability to confidently explore all that he is embodies Coach’s vision of celebrating self-expression.”

The first campaign highlights the first of the four recognizable Coach fragrances: Coach for men.

Housed in the label’s iconic engraved, ombre bottle, the Eau de Toilette is “inspired by the dynamic layers that make us who we are,” according to a statement. It has top notes of green Nashi pear, bergamot and kumquat, while the heart and base notes include cardamom, coriander, suede and ambergris.

Jayson Tatum’s debut Coach for Men fragrance campaign.

Courtesy of the coach

On a day when Tatum reflects on his partnership with Coach, the fragrance campaign and the label’s “Courage to Be Real” mission, he’s not in St. Louis, Boston or New York – he is in Paris for his second Olympic Games.

“This was my first authentic Olympic experience, as we were still dealing with the COVID-19 guidelines when we were in Tokyo 2021,” says Tatum.

“So it was cool to absorb everything — from the opening ceremony to just experiencing the energy of the city around the city.”

Up front, Tatum speaks wearing the fragrance and staying true to herself.

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Behind the scenes of Jayson Tatum’s Coach for Men fragrance campaign.

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PEOPLE: Tell us about filming the campaign. Any favorite memories of that day?

Tatum: The experience was great. It was cold, but I loved being out on the streets of New York and embracing the city, especially as a Midwestern kid from St. Louis. So, seeing everyone go by while we fit in, I thought that was really cool.”

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PEOPLE: The campaign presents the OG Coach men’s fragrance, Coach for men. What is it about the smell of that fragrance that resonates with you the most?

Tatum: To me, fragrance is all about confidence. I can wear it for any occasion and it gives me that finishing touch, almost like a confidence boost. I know that when I put it on, I’m ready to go out and feel my best.

Jayson Tatum’s son Deuce ran onto the court to hug his dad after the Celtics won the 2024 NBA Finals.

PEOPLE: Have you always been someone who wears fragrances?

Tatum: Yes, I’ve always believed that self-care is important, and for me, smelling good is a must. My tastes have changed as I’ve gotten older, but it’s always been a staple in my routine.

PEOPLE: When and where do you wear fragrance today?

Tatum: I don’t wear it when I play, huh. But [otherwise] it’s part of my daily routine. Whenever I go out, I put on cologne. I’m really proud of how I present myself. I think one of the best compliments you can get is when someone says you smell nice or asks what fragrance you’re wearing.

Behind the scenes of Jayson Tatum’s Coach for Men fragrance campaign.

OfBecomingUs

PEOPLE: How would you describe your grooming routine and what role does fragrance play in it?

Tatum: I’m pretty reserved when it comes to grooming. Moisturizing cream, beard oil and of course fragrance. My fragrance, specifically, just becomes an extension of my personality.

Jayson Tatum Shares How Growing Up in a ‘Single-Parent Household’ Inspired His SoFi Partnership (Exclusive)

PEOPLE: What are some of your favorite non-fragrance fragrances?

Tatum: My mom’s cooking is without a doubt one of my favorite smells. Even today, I can walk into the house and just by the smell of ground beef in the pan, I know he’s making tacos.

Coach

PEOPLE: The campaign highlights Coach’s mission of “The Courage to Be Real.” You’ve previously spoken to PEOPLE about the importance of staying true to yourself. How do you continue to do that, especially with all eyes on you this past basketball season?

Tatum: Basketball has always been my passion. I’m grateful for what he brought me and everything I’ve gained, professionally and personally, but that’s only one part of who I am. Off the field, I am motivated by being a father, my family and giving back to others through my foundation, especially in the community where I grew up. All of this helps me stay grounded and true to who I am and what I believe in.

PEOPLE: Speaking of last basketball season, congratulations to the Celtics for being NBA Champions! What was the most special moment of that championship night for you?

Tatum: Seeing mom and son in the middle of all the craziness on the court was a special moment. I will cherish it forever.

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