Fashion brand Coach has recently launched Dream It Real, a new initiative to support the next generation in pursuing their dreams to create the future they have envisioned. The initiative was inspired by the city Coach was founded in, New York — by the countless of possibilities, optimism and inclusivity which has made the city what it truly is. The brand believes in the modern American Dream, which then motivated it to empower the next generation who then will play an important role in redefining it.
Dream It Real is part of Coach’s ongoing charitable effort and through the Coach’s Foundation, they have donated more than $45 million USD (approx. RM187 million) to non-profit partners globally in the span of 10 years.
The Future Project, a US non-profit organization has partnered up with Coach to be part of the Dream It Real initiative. With the partnership on-board, the word “impossible” no longer for the young people as doors are opening for them to discover their own capabilities in order to build a better future. Trained transformational coaches, leaders and organizers — known as “Dream Directors” will be placed in high schools across United States where students will work with them in order to create projects that they are passionate about into a reality.
Joining in the forces for the Dream It Real initiative will be Coach’s very own global faces, Selena Gomez and Michael B. Jordan. They will be visiting The Future Project’s partner schools this year and work with students as honorary Dream Directors. How lucky! In order to acknowledge the dedication of the brand’s ambassadors, the Coach Foundation has donated $1.4 million (approx. RM5.8 million) to help support the work of the Dream Directors across the country.
Let’s see what the brand’s representatives have to say for the launch of Dream It Real and partnership with The Future Project:
“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
“Young people have shown us that they are capable of extraordinary things. 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,”
— Margaret Coady, Executive Director of the Coach Foundation
To commemorate the launch, Coach has released a film which was directed by artist Tyler Mitchell. The video features students from The Future Project schools as they share their thoughts on dreams, the future and possibility.
Check out the film below!