Louis Vuitton has announced its latest Core Values campaign, featuring tennis legends Roger Federer and Rafael Nadal. The campaign, shot by renowned photographer Annie Leibovitz, showcases the rare off-court pairing as they ascend to the summit of Italy’s Dolomites mountain range. The imagery aligns with the campaign’s tagline, “There are Journeys that turn into Legends.”
The campaign captures 42-year-old Federer and 37-year-old Nadal standing tall on the mountain peak, 3,000 meters above ground. Federer is seen sporting a Monogram Christopher backpack, while Nadal is pictured with the Monogram Eclipse version.
In a departure from their usual competitive roles, Federer and Nadal are portrayed as companions on this journey. Louis Vuitton emphasizes the deep mutual respect and friendship between the two athletes, stating that their careers have been marked by these qualities.
Nadal expressed his pride in being part of the campaign alongside Federer, acknowledging their past rivalry and current friendship. Federer echoed similar sentiments, describing the experience as unique and meaningful.
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Retired from tennis since 2022, Federer considers this collaboration with Nadal a special opportunity. Nadal, who recently hinted at his own retirement, also expressed his gratitude for the chance to work with his former competitor.
Louis Vuitton’s Core Values campaign, initially launched in 2007, has featured numerous iconic figures such as Angelina Jolie, Bono, and Muhammad Ali. The campaign aims to embody three core values: a journey beyond the physical, a commitment to excellence, and a transmission of dreams.
The new Core Values campaign featuring Federer and Nadal will be released on Louis Vuitton’s social media platforms and through print insertions on May 18.
