In addition to his stellar performances on the basketball court, Jayson Tatum has recently emerged as a prominent figure in the fashion industry. The 26-year-old forward for the Boston Celtics has not only made a nаme for himself in the sports world, but he is also expanding his personal style portfolio as an ambassador for Coach.

Tatum, who was chosen as the NBA’s Eastern Conference Finals Most Valuable Player in 2022, sat down exclusively with PEOPLE to discuss his new role. He expressed his excitement about joining the brand in an organic and authentic way, stating that it means a lot to him. Working with Coach, Tatum showcased their spring 2024 accessories in a launch campaign, looking dapper and stylish.

Describing the eyewear collection, Tatum emphasized its versatility and ability to be dressed up or down. He appreciates how seamlessly the style blends with his regular wardrobe. Comfort is a crucial factor for Tatum, especially given his height and physique. He believes it’s important to feel confident in whatever he wears, not just focusing on appearance. Traveling frequently and taking planes after games, he values comfort and clothing that allows him to be himself.

While Tatum describes his sense of style as “forever changing,” he prefers to stay true to his own niche rather than chase the latest fashion trends. Drawing inspiration from his hometown of St. Louis, as well as local celebrities like Nelly, he continues to develop his personal style.

Joining the Coach family has provided Tatum with an ideal platform to showcase his style in a new and exciting way. He praised the brand for embracing him and described the collaboration as seamless. Coach’s most recent campaign, centered around the “Courage to Be Real” ethos, promotes self-expression and confidence. Fans can anticipate seeing Tatum dressed as Coach during his game-day tunnel walks, in addition to the campaign.

Reflecting on the NBA’s business-forward dress code and its impact on court attire, Tatum believes that the tunnel walk has become an iconic aspect that players look forward to. He appreciates how athletes are taking charge and finding authentic ways to express themselves through fashion. Tatum emphasizes that everyone has a distinct and individual style.

Through his journey with Coach, Tatum aims to share a message of positivity that has inspired him throughout his career. In an industry where it’s easy to lose oneself, he believes in the importance of being authentic. He encourages others to stay true to themselves, be organic, and remain loyal to who they are.

Furthermore, Tatum wants to remind everyone that staying true to oneself and pursuing their passions will lead to success, just as his organization empowers young people in St. Louis to follow their ambitions.