Coach Introduces: “Words Matter” A Spike Lee Joint Starring Michael B. Jordan
Coach announced the release of “Words Matter,” a Short Film directed by Spike Lee starring global face of Coach menswear, actor/producer Michael B. Jordan. Shot in the desert outside Los Angeles, the Short Film features a strong poetic narrative that speaks to Coach’s modern American values of inclusion, optimism and courage. Emphasizing the importance of these values today, the Short Film’s purpose-driven concept reinforces what the brand stands for.
To create the film, Coach brought together Lee and Jordan, two unique talents known for challenging and redefining the landscape of American film. Working together for the first time, the pair took part in hand-picking the distinctive words featured in the film to champion a message they both strongly believe in.
The Short Film opens with Jordan traversing the hot, dusty landscape on a motorcycle. Alone on his journey, he dismounts his bike to find rocks scattered among the desert scrawled with negative words—“Hatred,” “Evil,” “Bigotry,” “Lies.” Taking action into his own hands, he replaces the bad rocks with good rocks featuring positive words—“Courage,” “Truth,” “Love” and “Dream”—and writes a new legacy.
In addition to Spike Lee, who directed and co-wrote the film with his children Satchel and Jackson Lee, Coach worked with stylist Jane How, hair stylist Jove Edmond and makeup artist Carola Gonzalez to bring this vision to life.
“Collaborating with the iconic Spike Lee on this short film for Coach was an inspirational experience,” said Jordan. “Spike’s art has moved the cultural dial for decades. I’m proud of the powerful messaging of this film and to be working alongside a brand that cares about putting that narrative into the world as much as I do.”
“I’m honored to get to collaborate with Giants in their respective fields, Michael B. Jordan and Coach,” said Lee. “It was truly a Magical Day working, shooting in the Desert. Enjoy.”
EDITORIAL CREDIT: Coach
VIDEO CREDIT: Directed by Spike Lee