- Robyn Turk
Coach and Macy’s have announced a new, unique partnership: the
luxury brand will be the first to participate in the retailer’s annual
Thanksgiving Day Parade.
Macy’s will host its 93rd annual Thanksgiving Day Parade on
November 28 this year. The televised event in New York City on
Thanksgiving morning has become a tradition in almost every American
The parade features over 8,000 participants from all over the
country, made up of performers, athletes and world-famous helium
balloons featuring beloved childhood characters. Sponsoring brands
such as Lego and McDonald’s have marched floats in the parade in
Coach will debut a new float in this year’s annual holiday event.
It will feature the brand’s mascot Rexy the dinosaur standing within a
carnival-style reimagining of New York City.
“We can think of no better way to kick-off the holiday season than
to participate in this great American tradition,” Joshua Schulman,
chief executive officer and brand president of Coach, said in a
statement. “This project not only underscores our important
partnership with Macy’s, but also speaks to the future of the
traditional wholesale business model, evolving from distribution into
meaningful brand storytelling.”
In preparation for Coach’s Thanksgiving Day Parade debut, the brand
will launch an exclusive collection of Rexy-themed leathergoods,
footwear, t-shirts and accessories on November 15. The collection will
be available at select Macy’s stores nationwide through the department
store’s e-commerce site.
“We are excited to see our valued and long-standing partnership
with Coach extend to the world-famous line-up of the Macy’s
Thanksgiving Day Parade this year,” added Macy’s chairman and chief
executive officer Jeff Gennette. “As we kick-off the holiday season,
the new float and Rexy-themed collection will be a great showcase for
the Coach brand and promises to bring a dynamic new element to the
Parade and must-have exclusive product to our stores.”
Image: Coach Inc.