In the film, Jordan, the global face of Coach menswear, replaces rocks etched with negative words including "hatred," "evil," and "bigotry" with good rocks bearing positive words such as "love" and "dream."
The poetic narrative of the film speaks to the fashion brand's values of inclusion, optimism
“Collaborating with the iconic Spike Lee on this short film for Coach was an inspirational experience,” Jordan said in a press release obtained by EBONY. “Spike’s art has moved the cultural dial for decades. I’m proud of the powerful messaging of this film and to be working alongside a brand that cares about putting that narrative into the world as much as I do.”
“I’m honored to get to collaborate with Giants in their respective fields, Michael B. Jordan and Coach,” Lee added. “It was truly a Magical Day working, shooting in the Desert. Enjoy.”
Watch the Spike Lee Joint below.