There are so many ways to showcase your individuality while in college. Two outlets of self-expression include the clothing and accessories you wear, and the music you listen to. From putting together a fire ‘fit for class to coming up with a playlist for any occasion college throws your way, these two go hand-in-hand for whatever vibe you want to create. Brands also seem to recognize this, as Spotify and Coach are coming together for an epic collab that’s featuring a new collection and a tour potentially coming to a college town near you.
On Wednesday, Sept. 16, Spotify and Coach launched the Tabby Tour (named after the iconic bag), a global experiential and digital activation celebrating music, fashion, and self-expression. Built by Spotify’s AUX team, the campaign 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 in Coach’s press release about the tour. “What they wear, what they listen to, and the communities they belong to are all part of the same personal story.”
The tour kicked off in New York City on Sept. 16, where Tinashe was the featured artist and gave a surprise performance in lower Manhattan. It will continue into early 2027 with pop-ups in the U.S., U.K., Japan, and South Korea. Other feature artists that will make appearances in the tour include Rachel Chinouriri, Nxdia, Fousheé, Alessi Rose, and more.
When and where will the Spotify and Coach Tabby Tour stop?
Here’s where the brands are taking the tour going forward: Boston on Sept. 22, Washington D.C. on Sept. 24, the Ohio State University (Columbus, Ohio) on Oct. 6, the University of Iowa (Iowa City) on Oct. 15, Atlanta on Nov. 6, the University of North Carolina Chapel Hill on Nov. 10, and Vanderbilt University (Nashville) on Nov. 13. There will be 2027 dates as well that will be announced in the future.
What does the Tabby Tour entail?
At each stop of the tour, fans can enjoy the live performances along with customizable Coach products like a collection of special-edition Tabby bags. There will also be customizable Coach hangtags with a Spotify code driving to a special playlist, a photo booth, a mobile listening lounge, collectible tour merch, and more.
On Spotify, fans have two digital experiences outside of the physical tour. The first is the Courage Frequency Experience, where fans will receive one of six Courage Signs based on their listening data, representing how courage shows up through the music they listen to, along with a personalized playlist that can be shared with friends. The second is an interactive “Track the Tour” map that follows the tour bus in real time, revealing upcoming campus locations, artist lineups, and behind-the-scenes moments.
“Both Spotify and Coach have earned a place in Gen Z’s lives,” said Bridget Evans, Spotify’s Global Head of Business Marketing, on Spotify’s For the Record page. “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.”