Charles Melton has traded in his tux for trainers, and the internet is losing it.
In Coach’s newest campaign for the Soho Sneaker, the May December actor ditches the red carpet glam for something a little more… shirt-optional. Directed by acclaimed filmmaker Alma Har’el, the cheeky new short film titled Not Just for Walking shows Melton at home, caught off guard by paparazzi. In a slick move, he tosses his Soho Sneakers out the window as a decoy, before slipping into a backup pair and dashing off, abs and all.
The vibe? Athletic, playful, and just a little chaotic, in the best way.
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From Riverdale to Runways
Melton, 34, first joined the Coach family as a brand ambassador in September 2024, debuting in the Fall “Unlock Your Courage” campaign and holding court front row at the Spring 2025 runway show in New York. His effortless blend of old-school Hollywood charm and contemporary cool made him a perfect fit for the brand’s evolving image.
And while he’s no stranger to tailored suits, this campaign lets him flex, literally and figuratively, in a more laid-back, dynamic look that’s still dripping with star power.
The Sneaker That Does It All
Coach’s Soho Sneaker isn’t just another fashion-forward footwear drop. Inspired by late-’80s and early-’90s cross-training shoes, the design leans into comfort, versatility, and just the right amount of retro edge. Originally debuted on the Spring 2025 runway, the Soho is now hitting the streets with an inclusive campaign starring not just Melton but a crew of boundary-pushers like Audrey Nuna, Satou Sabally, and NASCAR’s Toni Breidinger.
According to Coach, the Soho was “made to embrace the many expressions of the wearer’s life.” Whether that’s high fashion, high speed, or high drama (à la Melton’s stealthy escape), the sneaker is built to keep up.
Melton Gets Candid
In a recent interview with Esquire, Melton opened up about his experience shooting the ad, saying, “The whole environment and the vibe of the days we spent filming and shooting were very loose and free. I felt like I was allowed to express more of a playful side of myself, which I don’t get to do too often in front of the camera.”
That ease radiates through the campaign, making his performance feel authentic, fun, and, let’s be honest, kind of hot.
Social Media Reacts: “Charles Melton, Please Step on Me (In Those Shoes)”
Naturally, the internet didn’t take long to weigh in. Within hours of the campaign’s release, fashion fans and thirst traps alike filled timelines with one common message: Charles Melton is that guy.
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“Take it all off already…”
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“Back off, ladies & gays. That man’s taken by me.”
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“Need to lick every drop of sweat off his body.”
And our personal favorite:
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“God is great, God is good, let us thank him for our food”
Take it all off already… pic.twitter.com/WzXFVxUI9u
— iSTAN (@iSTAN100) June 17, 2025
Back off, ladies & gays. That man’s taken by me.
— Vanish Into You (@stopitvish) June 17, 2025
Need to lick every drop of sweat off his body
— Ny (@wehrtny) June 17, 2025
— Love, Danny (@DannyWxo) June 17, 2025
Charles Melton’s latest turn with Coach proves he’s more than just a pretty face in a suit, he’s a versatile style icon ready to play. And with the Soho Sneaker built for life’s many sides, this campaign is not just a fashion moment, it’s a full sprint into summer.
