For its “Core Values” campaign, Louis Vuitton brings the tennis gods of Olympus, Roger Federer and Rafael Nadal, onto the court.
In the campaign shot by Annie Leibovitz, accompanied by the slogan “There are journeys that become legends”, the two are the protagonists of a very stylish climb to the summit of the Italian Dolomites. The tennis stars were immortalized together at 3,000 meters high surrounded by mountainous nature.
In the shots that are already in circulation, Federer is wearing the classic Monogram Christopher backpack, a symbol of Louis Vuitton’s timeless style. Nadal instead wears the Monogram Eclipse version, a tribute to his dynamic strength and tenacity.
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The campaign, which will soon appear in other leading newspapers and magazines and on billboards around the world, also includes a short film. The video finds the two tennis goddesses in conversation, both sitting on Vuitton trunks as a snowstorm swirls behind them.
“Their friendship off the court is a real one, it’s very rare, and I would say moving and very touching. It stands very much for the Olympic spirit we want to present and what Vuitton stands for.” explained Pietro Beccari, president and CEO of Louis Vuitton.
In a statement, Nadal commented on his presence in the campaign: “I know how many important icons have been part of this campaign, so for me personally, being part of it is something that I am very proud of, especially sharing it with Roger – he has been my biggest rival and now a close friend today. In my career, I achieved more than I ever dreamt of, so at the end of the day, the legacy in terms of human beings is the most important value.”
Federer also added: “It’s a unique opportunity to be working on this campaign with Rafa. How we could be such rivals and then
at the end of our careers be beside each other doing this campaign has been very cool. And where we are here today, I think it also embodies everything: at the peak of the mountains. For us it is something meaningful and special.”
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The choice of the Spanish tennis legend and his equally revered rival Roger Federer as the new faces of Vuitton’s latest “Core Values” campaign signals the rise of sporting heroes as coveted ambassadors for luxury brands and reinforces the power play of LVMH Moët Hennessy Louis Vuitton as premium partner of the 2024 Olympic and Paralympic Games in Paris.
