Louis Vuitton is launching its Core Values campaign anew, this time featuring tennis legends Roger Federer and Rafael Nadal. Captured by renowned photographer Annie Leibovitz, the campaign showcases the off-court companionship of the two champions as they ascend Italy’s Dolomites mountain range, embodying the campaign’s theme: “There are Journeys that turn into Legends.”
In the campaign imagery, Federer, aged 42, and Nadal, aged 37, stand at a lofty 3,000 meters, with Federer sporting a Monogram Christopher backpack and Nadal carrying the Monogram Eclipse version.
Delve behind the scenes with tennis players #RogerFederer and #RafaelNadal, who redefined the game while leaving an inspirational impact across generations, photographed by #AnnieLeibovitz. Discover more at https://t.co/vHkJY4LplO#LouisVuitton pic.twitter.com/ls2uKNvn8z
— Louis Vuitton (@LouisVuitton) May 18, 2024
Contrary to their on-court rivalry, the campaign portrays Nadal and Federer as allies on their journey, symbolizing their careers marked by mutual respect and friendship, as described by the luxury brand.
Nadal expressed pride in sharing this experience with Federer, emphasizing their transition from rivals to close friends. Federer echoed these sentiments, describing the opportunity to collaborate with Nadal as unique and meaningful.
While Federer retired from tennis in 2022, Nadal hinted at his own impending retirement.
Louis Vuitton’s Core Values campaign, launched in 2007, has previously featured an array of icons. This iteration aims to reflect values such as transcending physical limits, pursuing excellence, and inspiring dreams.
The campaign will debut on Louis Vuitton’s social media platforms and in print on May 18.
A voyage beyond the physical, a commitment to excellence, and a transmission of dreams — #RogerFederer and #RafaelNadal in conversation for the latest Core Values campaign photographed by #AnnieLeibovitz. Discover more at https://t.co/vHkJY4LplO#LouisVuitton pic.twitter.com/UpZHvxvoLk
— Louis Vuitton (@LouisVuitton) May 18, 2024
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