The new Core Values campaign by Louis Vuitton features tennis legends Roger Federer and Rafael Nadal. The campaign was also shot by the iconic photographer Annie Leibovitz in the Dolomites in Italy.
The campaign uses the hall of fame careers that both players had on the tennis court to inspire both the athletes on a journey of ambition, determination and discovery. Using the tagline, “There are Journeys that turn into Legends,” The Tennis icons both climb 3,000 meters high and the backdrop is the natural mountainous canvas. Roger Federer is seen with the classic Monogram Christopher backpack and Nadal wears the Monogram Eclipse version.
In a statement Nadal said, “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 said in his own statement, “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.”
LV has used iconic athletes from another sport before. Cristiano Ronaldo and Lionel Messi were also in a campaign shot by Annie Leibovitz in 2022 that broke the internet.
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