Charles Melton Gets Sexy for Coach’s New Soho Sneaker Campaign (Exclusive Photo)

Charles Melton‘s received recreation.

The May December star, 34, could also be greatest recognized for his dapper crimson carpet suiting, however in Coach’s newest Not Just for Walking marketing campaign, he is displaying off a extra informal — albeit equally cool and really attractive — facet to his model within the model’s Soho Sneakers.

In a mini movie lensed by filmmaker Alma Har’el, Melton (who begins off the video sturdy with a shirtless second) is seen in a recent residence, when he discovers paparazzi outdoors his window. As a distraction, he makes use of his white Sohos as a decoy, just for him to slide right into a backup pair for his subsequent journey.

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“Dynamic, excessive power and lighthearted,” the marketing campaign evokes the performance of the Soho Sneaker, “a shoe made to embrace the numerous expressions of the wearer’s life,” reads a press launch.

The Riverdale alum’s spot continues the Soho Sneaker marketing campaign, which launched in April with singer-rapper Audrey Nuna, mannequin Giovanna Ramos, faculty basketball participant Tahaad Pettiford, WNBA participant Satou Sabally and NASCAR driver Toni Breidinger.

Coach’s Soho Sneakers debuted in Coach’s Spring 2025 runway present again in September 2024. And sure, they could have been noticed on the runway — and now on considered one of Hollywood’s hottest actors — however the shoe is really designed to be worn anyplace and in every single place — and by anybody.

“Inspired by the cross-training sneakers of the late ‘80s and early ‘90s, the Soho Sneaker reimagines a classic style through the lens of the brand’s distinctive design language,” describes Coach, which will likely be releasing new colorways and cloth iterations of the shoe.

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Melton grew to become a Coach model ambassador final September, making his debut within the Fall 2024 Unlock Your Courage marketing campaign earlier than sitting entrance row on the home’s New York Fashion Show that month.

In an interview with Esquire, Melton talked about being on set for his first Coach industrial. “The complete surroundings and the vibe of the times that we spent filming and taking pictures have been very unfastened and free. I felt like I used to be allowed to specific extra of a playful facet of myself, which I don’t get to do too typically in entrance of the digital camera.”

His relationship with the style label blossomed when he attended Coach’s New York Fashion Week present in 2022. At the time, he instructed PEOPLE: “Coach is an iconic model. It’s been round for thus lengthy. And there’s a variety of cool individuals right here. It looks like household.”