Coach continues to expand its relationship with its target Gen Z customer by becoming the official sponsor of Sunnie Reads, a new Gen Z book club created by Reese Witherspoon ’s Hello Sunshine Media.

Coach ’s partnership was revealed on Saturday during the inaugural Sunniefest, an immersive festival designed for Gen Z girls to connect, create and empower one another. The event was held in Pegasus Park, a life science innovation hub in Dallas.

At the festival, Coach presented The Book Nook, a cozy space that featured activities such as a book swap and the creation of custom bookmarks made from recycled Coach leather.

Sunniefest featured a robust lineup of appearances from popular Gen Z figures as well as workshops with experts, branded pop-ups and exclusive collaborations, activation

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