Coach: New York Yankees Lucky Fan Films
In 2016, Coach partnered with the legendary New York Yankees to launch a joint collection that fused fashion with the spirit of America’s favorite pastime. As part of this iconic collaboration, Coach brought its creativityThe spark that starts it all—creativity is the fearless pursuit of new ideas, powerful stories, and unforgettable brand moments. to Yankee Stadium, taking over the jumbotron with engaging in-game advertisingStories with purpose—marketing connects brands to people through strategy, creativity, and campaigns that drive impact. that captivated fans and highlighted their exclusive products.
RIOT was tasked with creating five dynamic 8-second videosYour brand in motion—video captures attention, tells stories, and delivers emotion in a way that text and static visuals can’t. that would spotlight the products being offered to one lucky fan at each game. From sleek backpacks to our personal favorite—the father-and-son Coach baseball gloves—each film brought the collection to life with bold visuals and imaginative flair.
For the baseball glove film, directed, edited, and brought to vivid life by Chris MUG5 Maguire, we took things to the next level. Featuring a mesmerizing 360-degree, in-air spin of the gloves, this piece pushed creative boundaries and became the standout star of the campaign. Every frame was meticulously crafted, from the post-production polish to the striking color gradingThe polish that makes it pop—color correction refines footage to create visual harmony, set tone, and ensure brand consistency on screen., ensuring it would shine on the massive New York Yankees Yankee Stadium screen.
This project was a chance to merge Coach’s modern luxury with the timeless energy of Yankee Stadium. Above, you’ll find our favorite, the Coach Baseball Glove film. Below, explore the additional four films that rounded out this unforgettable campaign. For us, it’s a testament to how imagination, craftsmanship, and a touch of RIOT magic can make any collaboration legendary.
