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

Mar. 15, 2025

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

OfBecomingUs

Standing six-foot-nine inches tall, it’s hard to believeJayson Tatumblends in anywhere.

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

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

On this day, he traversed the city’s streets (with renowned photographer Keizo Kitajima) to capture his debut campaign for the fashion house’smen’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 of being the face of Coach men’s fragrance. “I’m grateful to tell my story through the lens of the campaign.” (Watch his inspiring words, below.)

Tatum might have been born and raised in St. Louis, Missouri, and play in Boston, Massachusetts, now — but he was the perfect person to front represent the scents, which celebrate the house’s New York City 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 explore all of who he is with confidence captures Coach’s vision of celebrating self-expression.”

The first campaign spotlights the first of Coach’s four signature scents:Coach for Men.

Jayson Tatum’s debut Coach for Men fragrance campaign.Courtesy of Coach

Courtesy of Coach

On the day Tatum reflects on his partnership with Coach, fragrance campaign, and the label’s “Courage to Be Real” mission, he’s not in St. Louis, Boston or N.Y.C — he’s in Paris for his second Olympics.

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

“So, it’s been cool to soak everything in – from the opening ceremony to just experiencing the energy of the city around town.”

Ahead, Tatum talks wearing scent and staying true to himself.

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

PEOPLE: Tell us about shooting a campaign. Any favorite memories of that day?

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PEOPLE: The campaign features the OG Coach Men’s Fragrance, Coach for Men. What about the scent of that fragrance resonates most with you?

Tatum: To me, the scent 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 when I put it on, I’m ready to go out and feel my best.

PEOPLE: Have you always been someone who wears fragrance?

Tatum: Yeah, I’ve always believed that taking care of yourself is important and, for me, smelling nice is a necessity. My tastes have changed as I’ve gotten older, but it’s always been a staple in my routine.

PEOPLE: Nowadays, when and where do you wear fragrance?

Tatum: I don’t wear it while I’m playing, ha. But [otherwise] it’s part of my daily routine. Anytime I go out I put on cologne. I really take pride in how I present myself. I think one of the best compliments you can get is when someone says you smell nice or asks what scent you’re wearing.

PEOPLE: How would you describe your grooming routine and how scent plays a role in it?

Tatum: I’m pretty low-key when it comes to grooming. Moisturizer, beard oil and of course a fragrance. My scent, specifically, just becomes an extension of my personality.

PEOPLE: What are some of your favorite scents outside of fragrance?

Coach

PEOPLE: The campaign spotlights Coach’s “Courage to be Real” mission. You previously spoke 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?

PEOPLE: Speaking of this past basketball season, congratulations the Celtics are NBA Champions! What was the most special moment of that championship-clenching night for you?

Tatum: Seeing my mom and son in the midst of all the craziness on the court was a special moment. I’ll cherish that forever.

source: people.com