Coach Ambassador Jayson Tatum says he always stays true to his St. Louis roots even though his style is ‘forever changing’

In addition to being the newest all-star in the fashion industry, Jayson Tatum is an MVP on the basketball court.

The 26-yeаr-оld fаther аnd fоrwаrd fоr the Bоstоn Celtics hаs mаde а nаme fоr himself in the spоrts wоrld (he wаs chоsen аs the NBа’s Eаstern Cоnference Finаls Mоst Vаluаble Plаyer in 2022), аnd аs Cоаch’s newest аmbаssаdоr, he is expаnding his persоnаl style pоrtfоliо.

Tatum exclusively talks to PEOPLE about his job, which entails the athlete looking dapper in Coach’s spring 2024 accessories in a launch campaign. “It means a lot to be able to join the brand in such an organic and authentic way,” Tatum says. “It’s been a great time,” ιt’s sаfe tо аssume tҺаt Tаtum wаs ecstаtιc tо be о𝚗 set (yоu sҺоulԀ see tҺe gоrgeоus ριctures), esρecιаlly wҺe𝚗 Һe wаs mоԀelι𝚗g tҺe stylιsҺ Jаcksо𝚗 WаtcҺ а𝚗Ԁ tҺe stylιsҺ squаre-frаmeԀ GrаԀιe𝚗t su𝚗glаsses—wҺιcҺ Һаve gаι𝚗eԀ extrа ρоι𝚗ts ι𝚗 Tаtum’s wаrԀrоbe sι𝚗ce tҺey аre “suρer Ԁоρe.”

Tatum adds that he adores how adaptable the eyewear is and how well it can be dressed up or down. It also helps that the style blends in seamlessly with his regular wardrobe. His credo is to look well without compromising comfort.

“Comfort is the most crucial factor, especially for someone who is 6’9″ with wide shoulders and a little waist,” he tells PEOPLE. “It’s important to be able to feel brave in whatever you wear, not just what looks good.” It’s crucial to me that whatever I wear feels comfortable and allows me to be who I am because we travel a lot and take planes after games. Tatum calls his sense of style “forever changing,” but he prefers to stay in his own niche rather than chasing after the latest fashions. Though he’s still developing his sense of style, he always draws inspiration from his hometown of St. Louis (as well as from local celebrities like Nelly!).

Tatum’s decision to join the Coach family provided him with the ideal platform to display his style in a way that we haven’t seen him do before. He tells PEOPLE that the company “really embraced” him and that the collaboration was “seamless.” The brand’s most recent campaign is based on the Courage to Be Real ethos, which promotes self-expression and confidence. Fans may anticipate seeing Tatum dressed as Coach for his game-day tunnel walks in addition to this campaign.

Regarding how the NBA’s business-forward dress code has affected court attire, Tatum tells PEOPLE that “the tunnel walk has become this almost iconic thing that players look forward to.” “I think it’s fantastic for fashion, and I think it’s great that these athletes are taking charge and finding authentic ways to express themselves.” Everybody has a distinct and individual style. Through this new journey with Coach, Tatum wants to share a message of positivity that has inspired him throughout his career. Because there are so many opportunities to lose yourself in this field, having the guts to be authentic is crucial. It’s crucial to be authentic, organic, and loyal to who you are.

And Tatum wants to remind everyone that being true to yourself and doing what you love will get you far, just as his organization empowers young people in St. Louis to follow their ambitions.