Coach debuted its multiyear collaboration with the Women’s National Basketball Association on Monday, dressing five athletes for the 2025 WNBA Draft orange carpet. In return, the brand earned $1.6 million in media impact value, according to a report from Launchmetrics. (MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.)
Paige Bueckers, Hailey Van Lith, Aneesah Morrow, Sonia Citron and Kiki Iriafen were the draftees sporting custom Coach looks and accessories at the event. According to the report, Bueckers led the online conversation, with WNBA’s Instagram post of her outfit generating $145,000 in MIV in 48 hours.
Bueckers wore a bespoke three-piece suit with crystal embellishments at the 2025 WNBA Draft, which also saw Van Lith in a custom silk tulle and chiffon dress; Morrow in a custom Coach leather blouson jacket and strapless dress; Citron in bespoke wool jacket and miniskirt, and Iriafen carrying an archival Mini Tabby in gold patent leather bag.
Paige Bueckers at the 2025 WNBA Draft held at The Shed on April 14 in New York.
Steve Eichner
Coach and the WNBA announced a multiyear partnership “aimed at championing courageous self-expression through basketball and beyond,” the sports organization said via statement. Coach is expected to participate in key WNBA events such as the All-Star Game, and it will also serve as the presenting sponsor of WNBA Pride, a platform the league launched in 2014 that champions the LGBTQIA+ community.
Hailey Van Lith at the 2025 WNBA Draft held at The Shed on April 14 in New York.
Steve Eichner
“This partnership with the WNBA is more than just a venture into sports; it is a powerful alignment of brand missions,” said Todd Kahn, chief executive officer of Coach, as WWD previously reported. “By investing in this collaboration, Coach is committed to supporting the transformative power of women’s professional sports and the influential role these athletes play in society. Together, we look forward to creating meaningful experiences that resonate deeply with fans and consumers alike.”