This fall, Coach is launching “Live Your Story,” a global campaign celebrating self-expression through music, fashion, and culture. And Spotify is helping to bring it to life with the Tabby Tour, an experiential and digital activation making stops at college campuses across the U.S., U.K, Japan, and South Korea.
The tour kicks off September 16 in New York City and will continue through early 2027. Built by AUX, Spotify’s in-house music and experiences consultancy for brands, the Tabby Tour represents a new way we’re connecting with audiences and celebrating the role music plays in their lives.
“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, this evolution of 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.”
The tour itinerary
At every stop, artists will hit the main stage to share stories from their creative journeys, giving fans a closer look at the music and experiences that shape their work.
And because this is a tour, each event will wrap with a live performance by a featured artist.
Before the show, guests can explore interactive moments inspired by the concert-going experience, and designed to foster discovery, connection, and self-expression.
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- Coach x Spotify tour bus: The custom Coach x Spotify bus serves as the heart of the tour, with immersive spaces dedicated to music discovery and creativity.
- Tabby Tour Ticket Booth: Here, guests can explore a collection of special-edition Tabby bags inspired by the campaign talent and pick up collectible and customizable Coach hangtags with a Spotify code driving to a playlist.
- Self-Expression Photo Booth: A modern take on a classic photo booth where guests can choose a personalized concert ticket keepsake.
- Message Board: Guests can write messages on customized cards, answering unique prompts. As the bus travels city to city, fans will be connected through their responses, building a community rooted in self-expression and lived experience.
- Photo Entrance: Surrounded by instruments and equipment you’d find on the road of a music tour, and the iconic Tabby bags, guests can capture a one-of-a-kind photo op.
More ways to get in on the fun
Along with the IRL events, fans can also 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 will enter the Courage Frequency experience on Spotify and, based on their listening data, will receive one of six Courage Signs, representing the ways courage shows up through the music you listen to. Along with their Courage Sign, listeners will 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 next 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, so keep checking back for the latest.
Coach is also rolling out six new Courage Signs playlists on their Spotify brand profile featuring emerging artists across the tour global route.
The Coach x Spotify Tabby Tour represents Spotify and Coach’s commitment to meeting fans where they are. Whether it’s through a shared playlist, a personalized product, or a live performance, the tour is proof that self-expression can take many forms—and we’re here for all of them.
The Coach x Spotify Tabby Tour schedule
Check out where we’re headed through the rest of the year, and stay tuned for 2027 dates.
U.S.
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- September 16 – New York, NY
- September 22 – Boston, MA
- September 24 – Washington, DC
- October 6 – Columbus, OH
- October 15 – Iowa City, IA
- November 6 – Atlanta, GA
- November 10 – Charlotte, NC
- November 13 – Nashville, TN
U.K.
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- October 2 – Manchester
- October 10 – London
JAPAN
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- October 21 – Tokyo
- October 23 – Osaka
SOUTH KOREA
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- October 30 – Seoul




















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