Coach is doubling down on its bet that fresh celebrity millennial faces will bring buzz to the legacy brand. On Thursday, Coach (TPR) announced actor and producer Michael B. Jordan will be the first face of Coach’s menswear business.

Selena Gomez, 26, first signed on as brand ambassador and designer in December 2016. The actress and singer, who also happens to be the most followed person on Instagram (FB), designed a sold-out collection last year and represents the brand on red carpets and social media. While Coach did not publicly share the financial details of the arrangement, the Gomez deal was reportedly $10 million.

Jordan’s partnership with Coach will include global ad campaigns for ready-to-wear clothing, accessories and fragrance for men, beginning with the spring 2019 season. According to the company, Jordan is “a star who is redefining Hollywood standards as a leading man and producer, creating opportunity and empowering the careers of others, is also a long-time friend of the brand and shares Coach’s belief in the modern American Dream and values of optimism and inclusivity.”

“Michael is cool and authentic, and he really embodies the Coach guy,” said Coach Creative Director Stuart Vevers, in a press statement. “I’ve had the chance to get to know Michael over the last couple of years. He always looks great in Coach, so it felt really natural to build our relationship.”

Jordan, 31, entered the mainstream consciousness with his blow-out role as the intriguing villain Killmonger in Black Panther. In an interview on the Ellen Show last week, U.S. Open winner Naomi Osaka said Jordan is her celebrity crush.

“I’m honored to be joining the Coach family and have so much respect for Stuart Vevers’ vision,” said Jordan, in a statement. “I’m looking forward to jumping into the creative process and exploring fashion through a different lens.”

During the company’s last quarterly earnings call, executives said sales of its “sweet spot” ($300 to $400 bags) were “fueled by the power of Selena Gomez in marketing campaigns.”

Coach and Kate Spade are strong aspirational brands, many taking to social media to share their first Kate Spade bag stories – whether for their first job interview, when they get into college, etc.

Tapestry CEO Victor Luis will be speaking about the partnership for the first time at Yahoo Finance’s All Markets Summit, which is streaming on yahoofinance.com from 9 a.m. – 5 p.m. ET.

Melody Hahm is a senior writer at Yahoo Finance, covering entrepreneurship, technology and real estate. Follow her on Twitter @melodyhahm.

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