The ads include print and video components.
The brand’s ambassadors, Selena Gomez and Michael B. Jordan, will work with high school students to realize their dreams.
Asia is a key target for the Italian accessories brand, and the new executive is aiming to double sales in three years.
The actor will appear in its global ad campaigns and will also create a capsule with designer Stuart Vevers.
The men’s component of the Coach brand, now at $850 million, is on track to hit $1 billion within the next three years.