COACH LAUNCHES OPEN-ACCESS COLLECTION IN THE SIMS™ 4

The partnership with The Sims™ 4 marks a new step in Coach’s growing exploration of video games as a medium for self-expression.

New York, NY – January 12, 2026 – Coach today announces the launch of its co-created open-access designer collection in The Sims™ 4. The drop introduces wearable items from Coach’s ready-to-wear line, the brand’s iconic Tabby and Brooklyn bags, and a special “Coach Trunk” designed to unlock mood-driven looks.

With a 25-year legacy as one of the most creative and inclusive video game communities, The Sims 4 allows Coach to extend its ethos of self-expression into a community grounded in creative storytelling and offers a new space for players to imagine and share their own journeys of courage and style. The collection features nine different items with 65 different print and color variations, for players to build hundreds of unique looks. A Coach Trunk ‘Heirloom Object’ also unlocks pre-styled outfits, designed to elicit specific moodlets for Sims. Iconic pieces, including the Tabby and Brooklyn bags, are also reimagined as decorative objects in Build Mode, allowing players to infuse their interiors with Coach’s distinctive style.

Openly accessible to all players around the world, the collection brings the spirit of Coach’s brand purpose, "The Courage to Be Real," into virtual spaces in a fun and flexible way, and marks a new milestone in the brand’s exploration of video games as a space for creativity and self-expression. It follows Coach’s recent video game activations, building on the brand’s efforts to expand its presence beyond the world of fashion through digital and interactive experiences.

“Coach has always believed that fashion is more than what you wear, it’s how you express who you are,” said Kimberly Wallengren, VP of Marketing, North America, at Coach. “With The Sims 4, we saw a natural space to bring our purpose, The Courage to Be Real, to live in a community where style, multi-faceted identity, storytelling and self-expression already convene. Video games are a creative canvas, so by making this collection freely accessible within the base game, we’re meeting the community’s desire to express themselves on their terms.”

“Our goal is always to design with self-expression at the center, whether through physical collections or in the digital worlds where younger generations spend more time,” added Giovanni Zaccariello, SVP Global Visual Experience at Coach. “Through collaborations like The Sims™ 4, we’re exploring how fashion can evolve across both physical and virtual spaces. This is the next step in Coach’s video game journey, where innovation and accessibility come together to inspire creativity and connection.”

Coach’s video game activations highlight how the brand is exploring digital spaces as an evolving canvas for style and self-expression, extending Coach’s 80-year heritage of storytelling into new digital frontiers, while continuing its narrative in the virtual worlds where new generations already play, create and connect.

The Coach x The Sims 4 collection will be live on January 13 in the base game, and will be available globally to all players.