Yesterday (Feb. 26), Coach debuted Words Matter, a short film directed by Academy Award-winning filmmaker Spike Lee, which stars Black Panther and Creed actor Michael B. Jordan.
In the short, Jordan can be seen replacing rocks with negative words such as “bigotry,” “hatred,” and “evil” carved into them with rocks that have positive words etched into them including “dream” and “love”.
Jordan, who is the global face of Coach menswear said he was inspired by working on the project.
“Collaborating with the iconic Spike Lee on this short film for Coach was an inspirational experience,” Jordan said in a press release. “Spike’s art has moved the cultural dial for decades. I’m proud of the powerful messaging of this film and to be working alongside a brand that cares about putting that narrative into the world as much as I do.”
Lee referred to the project as “magical”.
“I’m honored to get to collaborate with Giants in their respective fields, Michael B. Jordan and Coach,” Lee added. “It was truly a Magical Day working, shooting in the Desert. Enjoy.”
The BlacKkKlansman director’s children Satchel and Jackson co-wrote the film treatment with him.
Glennisha Morgan is a Detroit-bred multimedia journalist and writer. She writes about intersectionality, hip-hop, pop culture, queer issues, race, feminism, and her truth. Follow her on Twitter @GlennishaMorgan