Louis Vuitton continues its celebrated Core Values campaign with a stunning new chapter featuring tennis legends Roger Federer and Rafael Nadal. Photographed by Annie Leibovitz, this latest visual captures the duo atop the breathtaking Dolomites mountain range in Italy, representing a symbolic pinnacle of their storied careers.
Titled A Legendary Journey to the Top, the campaign sees Federer and Nadal, no longer competitors but companions, recline together on a snow-covered summit 3,000 meters above sea level. The imagery transcends sport, illustrating their shared journey of ambition, mutual respect, and friendship. As global icons, their careers have inspired countless individuals, with Federer’s elegance and record-setting 20 Grand Slam titles and Nadal’s relentless drive, highlighted by 22 Grand Slams and 14 French Open victories.
“Sharing this campaign with Roger makes it special since he has been my biggest rival and now a close friend,” Nadal reflects. “At the end of the day, the legacy in terms of human beings is the most important value.” Federer adds, “To be working on this campaign with Rafa is a unique opportunity. It captures what this moment means to us—something truly special and meaningful.”
Leibovitz’s photography frames the duo in a moment of reflection, with Federer carrying the timeless Monogram Christopher backpack and Nadal sporting the Monogram Eclipse design, symbolizing their respective grace and tenacity. The campaign emphasizes Louis Vuitton’s core values: a journey that transcends the physical, a pursuit of excellence, and a legacy of inspiration.
“It has been brilliant to work with Roger Federer and Rafael Nadal on this new story,” says Pietro Beccari, Chairman and CEO of Louis Vuitton. “Both are testaments to discipline, excellence, and the transmission of values—essential elements of Louis Vuitton’s legacy of travel and craftsmanship.”
The Core Values campaign launches across print and Louis Vuitton’s social channels starting November 27, 2024, inviting audiences to reflect on their own journeys and the heights they can reach with determination and vision.
can these two be more boring?