A new chapter.
Image credit: Louis Vuitton
Revealing a new chapter to Louis Vuitton’s Core Values campaigns, the Maison has unveiled its newest adventure with tennis icons Roger Federer and Rafael Nadal. Photographed by Annie Leibovitz, the campaign showcases the revered and rival tennis players ascending through the summit of Italy’s Dolomites mountain range. The campaign’s tagline, “There are Journeys that turn into Legends,” mirrors the athletes’ unique story and friendship as they embark on a journey of ambition, determination, and discovery.
Inside Louis Vuitton’s Core Values campaign with Roger Federer and Rafael Nadal
Often perceived as fierce rivals on the court, the tennis icons are portrayed atop the mountain peak, symbolising their careers marked by profound mutual respect and friendship. In the visuals, Federer carries a Monogram Christopher backpack, while Nadal is spotted with the Monogram Eclipse. Federer, a name synonymous with tennis, boasts a record-breaking 20 Grand Slam titles, while Nadal’s 22 Grand Slam titles, including 14 French Open victories, speak volumes about his prowess. Together, they have consistently demonstrated that their journey from young prodigies to global icons is a source of inspiration for generations.
“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,” explains Rafael Nadal in the release.
“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,” says Roger Federer in the statement.
Louis Vuitton launched the Core Values campaign in 2007, and since then, it has featured the biggest names, including Christiano Ronaldo, Lionel Messi, Angelina Jolie, Muhammad Ali, Francis Ford Coppola, Sofia Coppola, and many more.
The 2022 Core Values campaign, which featured athletes Cristiano Ronaldo and Lionel Messi, went viral upon its release.
Pietro Beccari, Chairman and CEO of Louis Vuitton, said: “It has been 17 years since I launched the first Core Values campaign with Antoine Arnault, and I am delighted to revive this iconic series. Each Core Values chapter celebrates Louis Vuitton’s legacy of travel, of working with exceptional people, and of transmission – both physical and emotional. It has been brilliant to work with Roger Federer and Rafael Nadal on this new story – both inspirational athletes, fierce friends, and testaments to the discipline and excellence of their own personal sporting journeys”.
The latest campaign is more than two men against an alpine vista; it’s an homage to the Maison’s values embodied by champions who act with grace and humility.
Take a look at the BTS here:
Discover the campaign here.
