Coach and Spotify are launching “Live Your Story,” a global campaign built around self-expression through music, fashion, and culture. The centerpiece is the Tabby Tour, an experiential and digital activation visiting college campuses in the United States, the United Kingdom, Japan, and South Korea.
The tour begins September 16 in New York City and continues through early 2027. It was built by AUX, Spotify’s in-house music and experiences consultancy for brands.
Leadership on the partnership#
“This fall, Coach and Spotify come together in a first-of-its-kind global cultural partnership built around a clear insight: Gen Z doesn’t separate identity into categories,” said Joon Silverstein, Coach Chief Marketing Officer. “What they wear, what they listen to, and the communities they belong to are all part of the same personal story.”
“Live Your Story” was inspired by in-depth conversations with Gen Z consumers. The Tabby Tour brings that insight to life through shared experiences that invite people to express themselves, connect with one another, and build community through music and style.
“Both Spotify and Coach have earned a place in Gen Z’s lives,” said Bridget Evans, Spotify’s Global Head of Business Marketing. “Coach empowers Gen Z with confidence and the courage to be themselves as they explore and define their identities, while Spotify is an essential daily companion fostering real connection, on and offline. This partnership brings that energy together, showing up for fans at the intersection of how they dress and what they listen to.”
On-site and digital experiences#
At every stop, artists will take the main stage to share stories from their creative journeys, giving fans a closer look at the music and experiences that shape their work. Each event will close with a live performance by a featured artist. Before the show, guests can explore interactive moments inspired by the concert-going experience, designed to foster discovery, connection, and self-expression.
Along with the in-person events, fans can explore two digital experiences built on Spotify that extend the tour beyond its physical stops.
The first is a storytelling experience rooted in self-expression, personal identity, and listening habits. Guests enter the Courage Frequency experience on Spotify and, based on their listening data, receive one of six Courage Signs, representing the ways courage shows up through the music they listen to. Along with their Courage Sign, listeners receive a personalized playlist. Listeners can save and share their Courage Sign and playlist with friends and compare how their music reflects their individual style and courage.
The second is an interactive “Track the Tour” experience that follows the bus in real time. As the bus rolls from stop to stop, the experience reveals upcoming campus locations, artist lineups, and behind-the-scenes moments.
Coach is also rolling out six new Courage Signs playlists on its Spotify brand profile featuring emerging artists across the tour’s global route.
