Charles Melton Stars in New Chapter of Soho Sneaker Campaign “Not Just For Walking”

Coach today announces the release of a new chapter in its Soho Sneaker campaign, “Not Just For Walking,” starring global ambassador and actor Charles Melton. 

Featuring a playful campaign film that nods to the tradition of Hollywood thrillers and an expressive portrait of Melton captured on set, this latest chapter extends the campaign in a new direction while underscoring the Soho Sneaker’s versatility as a vehicle for self-expression. This content also supports Coach’s brand purpose, the Courage to Be Real, a platform to inspire people to embrace all the facets of who they are with confidence.

Directed by award-winning filmmaker Alma Har’el (Honey Boy, Lady in the Lake), the creation of the film was a collaborative process between Har’el and Melton. In it, Melton’s character is rehearsing lines for a film at home when the discovery of a paparazzo outside begins to blur the boundaries of fact and fiction. Thinking quickly, he decides to use his Soho Sneakers as a decoy for the photographer, then he quietly sneaks out a side door to his car, where a second pair of well-loved Soho Sneakers await him. Dynamic, high-energy and lighthearted, the film speaks to the Soho Sneaker’s utility “Not Just For Walking,” but as a shoe made to embrace the many expressions of the wearer’s life.

The latest chapter extends Coach’s Soho Sneaker campaign, which launched in April 2025 and featured singer and rapper Audrey Nuna, model Giovanna Ramos, college basketball player Tahaad Pettiford, WNBA player Satou Sabally and NASCAR driver Toni Breidinger. 

Inspired by the cross-training sneakers of the late ‘80s and early ‘90s, the Soho Sneaker reimagines a classic style through the lens of the brand’s distinctive design language, and debuted at the Coach Spring 2025 runway show before appearing in stores earlier this year. The sneakers will continue to appear in new fabrications and colorways as the brand further explores this style as a platform for boundless self-expression. 

FILM & PHOTOGRAPHY CREDITS: 

Director: Alama Har’el 
Film Production: Lief 
Stylist: Samantha McMillen 
Groomer: Candice Birns
Creative Agency: Marcel
Creative Strategy: Mandailoop 

ABOUT COACH

Coach is a global fashion house founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous spirit of its hometown, the brand makes beautiful things, crafted to last—for you to be yourself in. Coach is a Tapestry, Inc. brand. Tapestry is publicly listed on the New York Stock Exchange under the ticker TPR.

In the Philippines, COACH is exclusively distributed by Stores Specialists, Inc., and is located at Rustan’s Shangri-La, Rustan’s Makati, Power Plant Mall, Greenbelt 5, City of Dreams, Rustan’s Cebu, and online at Trunc.ph and Rustans.com. Visit ssilife.com.ph or follow @ssilifeph on Instagram for more information.

About SSI Group, Inc.:

The SSI Group is the Philippines’ largest specialty retailer, with an established brand portfolio that includes some of the world’s most recognized international brands. We lead the country’s specialty retail market through the size and breadth of our brand portfolio and store network, with 94 brands and 593 stores. With our growing e-commerce presence, we are also the Philippine specialty retailer with the most diverse and extensive e-commerce offering. Our unique brand portfolio covers a wide range of specialty and lifestyle concepts, spanning the luxury, casual, and fast fashion, beauty, footwear, home, and restaurant categories.  Established in the 1980s, SSI has been at the forefront of the Philippine retail industry for more than 30 years. Throughout this time, we have sought to inspire and enhance the lifestyle values of our customers and to cater to the evolving tastes and aspirations of Filipino consumers. In response to the evolution of the retail industry, the company introduced "The Specialist," an At Home concierge service dedicated to serving its valued customers with their shopping needs. Customers may get in touch with SSI’s Customer Service team through any of the following channels to inquire about a particular brand or product:

SSI GROUP CUSTOMER SERVICE TEAM

Email: customerservice@ssigroup.com.ph
Telephone Number: 8-830-5000
Mobile Number: (0917) 552 9359
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Instagram: @ssilifeph
Viber Community: bit.ly/SSILifePH
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