Coach has lined up a new ambassador: Omar Apollo.

The Mexican-American musician will become a global ambassador for the brand and will be featured in watch, eyewear and fragrance campaigns beginning this spring.

Coach pointed to Apollo’s “distinctive sound” and “strong sense of identity” as representative of its Courage to Be Real mission, which strives to foster confidence and self-expression. Over the course of his career, the 28-year-old entertainer has released music independently and also received a Grammy nomination for Best New Artist for his 2022 debut album, “Ivory.”

“Coach has been a name I’ve known since I was a kid, and being able to join the brand today feels really special,” Apollo said. “I have always connected with the creativity and individuality they stand for, and I am excited to bring my own point of view to what we build together.”

Stuart Vevers, Coach’s creative director, added: “I’m so thrilled to have Omar join Coach as one of our ambassadors. He has a playful confidence that shines not just through his music, but in everything he does, and that sense of expression is a wonderful reflection of what we value here at Coach.”

The inaugural eyewear and watch campaigns featuring Apollo will launch in February followed by a fragrance campaign in March. They will feature two of his recent tracks, “Talk” and “No Good Reason,” and will be posted on the Coach social channels.