New Coach ambassador Michael B. Jordan is stepping up his duties at the American fashion house.
The Creed actor and fellow Coach face Selena Gomez are a central part of the label's new charity drive, the Dream It Real initiative, which is being rolled out to support young people and help them turn their dreams into reality.
Coach, led by Stuart Vevers, has teamed up with youth charity The Future Project, which places 'Dream Directors' to mentor students in high schools across the United States. The two stars will work as honorary Dream Directors throughout the year.
Coach has also donated $1.4 million (£1 million) to help The Future Project's mission, and is launching a film to promote the launch of Dream It Real.
Uploading photos of Michael and Selena to the Coach Instagram account, brand representatives outlined the new project.
"Optimism, courage and authenticity. What The Future Project sees in their network of @dreamdirectors, we see in Coach's #MichaelBJordan and #SelenaGomez. That's why they'll be joining us as honorary Dream Directors, dedicated to helping students bring passion-based projects to life. #DreamItReal #CoachNY," one caption reads.
And speaking to Vogue, Kanya Balakrishna, chief executive officer and co-founder of the Future Project, shared her joy at the new partnership.
"Virtually every movement in history has been led by young people - and today, we need their leadership more than ever," she stated. "We are proud to partner with Coach, a brand that is willing to stand behind the unlimited potential of a generation."