With “Creed II” and “Black Panther” behind him, Michael B. Jordan can step into the spotlight for his first campaign with Coach. The favorite brand officially started the men’s global advertising campaign for Spring 2019 this week, sharing one of the first images that will soon be seen around the world.

The images star actor and producer Michael B. Jordan in his debut as the first global face of Coach menswear. In the announcement Coach described Jordan as “a star who is redefining Hollywood standards,” and that he “captures the cool optimism of the Coach Guy”. The images are set “backstage” at a faded carnival.

Shot in a sunlit desert landscape outside of Los Angeles, the photographs depict Jordan on a vintage car, dressed in the house’s reimagined iconic American silhouettes—a colorblock shearling jacket, a blue leather moto and a patchwork leather MA-1. The campaign also stars the new season’s hero bags, including the Signature Rivington Backpack, the Rivington Belt Bag and the Metropolitan Carryall.

Coinciding with the men’s Spring 2019 launch, Coach also unveiled its campaign for the men’s fragrance collection, which also stars Jordan. The scene is set within a garage among chrome-plated reflections and shows Jordan sitting in a vintage car. To bring these campaigns to life, Coach worked with photographer Craig McDean, stylist Jane How, art director Fabien Baron, makeup artist Carola Gonzalez and hair stylist Jove Edmond.

“I’ve really enjoyed getting to know Michael over the last few years,” said Stuart Vevers, Coach Creative Director. “He has been a true supporter of Coach so it felt like a really natural step to collaborate more closely and create a partnership we can take to the next level.”

“I’m proud to be the face of Coach men’s,” said Jordan. “I’ve been a fan of Coach for a long time and truly respect their inclusive and optimistic values. I’m honored to be a part of Stuart’s vision and creative process.”