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\n\tLast fall, NBA great Jayson Tatum<\/a> did something he\u2019d never done before: Attend a runway show during New York Fashion Week. <\/p>\n \n\t\u201cThese are things I never really thought I would be a part of or be introduced to,\u201d the Boston Celtics<\/a> superstar told The Hollywood Reporter<\/em> of sitting front row thanks to Coach<\/a>. \u201cNow it\u2019s about living in this space, so I\u2019m really kind of excited to see where things continue to take me so I can learn and be a part of new experiences.\u201d<\/p>\n \n\tAnother new experience arrived this week \u2014\u00a0on the eve of the NBA playoffs, no less \u2014 as Tatum teamed with Coach once again, this time to help the fashion brand launch its latest fragrance. Tatum is the face of Coach\u2019s For Men Eau de Parfum, a scent crafted by perfumer Juliette Karagueuzoglou and described as the \u201chouse\u2019s boldest scent yet.\u201d The heart of it contrasts the warm floral scent of geranium with the woody complexity of cedar wood before drying down to the leathery tones of Saffiano leather and warm vetiver. Tatum\u2019s campaign includes a campaign clip (seen below) shot by director and photographer Julian Klincewicz and a print rollout from photographer Elaine Constantine.<\/p>\n \n\tTatum talked to THR<\/em> about his scent strategy, how he\u2019s feeling this week heading into the playoffs as defending champions and what\u2019s next for him in Hollywood after starring in Netflix<\/a>\u2019s Starting 5<\/em>.<\/p>\n \n\tI know you\u2019ve probably been offered many brand partnerships over the years. What do you look for before saying yes?<\/strong><\/p>\n \n\tAt this stage in my career, I only really kind of do things that I want to do. A lot of it really has to be organic. The opportunity to work with Coach feels like a full circle moment for me and it really brought about the kid in me. It was either my 10th, 11th, or 12th birthday; I got a Coach money clip from my mom. It was the first time that I felt close to being an adult because I remember seeing my parents, grandparents and all of these adults had similar clips and wallets. I still remember how it made me feel, so this just made sense.<\/p>\n \n\tDo you request to smell the fragrance before you sign on?<\/strong><\/p>\n \n\tOh yeah, absolutely. For me, especially as I\u2019ve gotten older, the best compliment that you can receive once you\u2019re dressed and out and about is, \u201cHey, you smell good. What scent is that?\u201d The confidence that the right fragrance can give you is priceless. <\/p>\n