Louis Vuitton has unveiled its latest Core Values campaign starring tennis icons Roger Federer and Rafael Nadal. Captured by renowned photographer Annie Leibovitz, the campaign showcases the unlikely pairing as they conquer Italy’s Dolomites mountain range.
The campaign’s theme, “There are Journeys that turn into Legends,” is brought to life as Federer, 42, and Nadal, 37, stand triumphantly at a staggering 3,000 meters above sea level. Federer dons a Monogram Christopher backpack, while Nadal opts for the Monogram Eclipse version.
Departing from their usual competitive roles, Federer and Nadal are depicted as companions on this extraordinary journey, highlighting their deep mutual respect and friendship. Louis Vuitton emphasizes how these qualities have defined their illustrious careers.
Nadal expressed his pride in joining forces with Federer for the campaign, acknowledging their past rivalry and present camaraderie. Federer echoed similar sentiments, describing the collaboration as a unique and meaningful experience.
Having retired from tennis in 2022, Federer views this collaboration with Nadal as a special opportunity. Nadal, who has recently hinted at his own retirement, also expressed gratitude for the chance to collaborate with his former adversary.
Louis Vuitton’s Core Values campaign, launched in 2007, has previously featured iconic figures like Angelina Jolie, Bono, and Muhammad Ali. The campaign embodies three core values: transcending physical boundaries, pursuing excellence, and inspiring dreams.
The new campaign featuring Federer and Nadal will debut on Louis Vuitton’s social media platforms and via print inserts on May 18th.
