In less than a month after the appointment of Michael B. Jordan as the face of Coach Men’s, Coach has recently launched the new Dream It Real initiative, in engagement with the actor and fellow Coach ambassador Selena Gomez.
Dream It Real is a new initiative that lends a helping hand to the next generation to concretise their dream future and it is part of Coach’s ongoing philanthropic work under the responsibility of the Coach Foundation, which has contributed more than $45 million to non-profit partners internationally for the past 10 years.
To ensure the success of Dream It Real, Coach is teaming up with The Future Project, a non-profit organisation established to assist youths in creating their future.
The Future Project will send “Dream Directors”, who are professionally trained coaches, leaders and organisers by The Future Project themselves, together with honorary Dream Directors Michael B. Jordan and Selena Gomez to work with the students on passion-based Future Projects.
In support of this initiative, Coach Foundation has also donated $1.4million to help further The Future Project’s mission.
On the collaboration, Margaret Coady, Executive Director of the Coach Foundation says, “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”.
Along with the announcement, Coach has also released a film directed by artist Tyler Mitchell, which shared the thoughts of students on the meanings of dreams, the future and possibility (see above).