Louis Vuitton Brand
Louis Vuitton Reveals Second Chapter Of The Core Values Campaign
Luxferity, 28.11.2024
Louis Vuitton reveals a second visual in its storied Core Values campaign featuring Roger Federer and Rafael Nadal. Captured through the lens of celebrated photographer Annie Leibovitz, tennis’s most revered champions now reach the summit of Italy’s Dolomites mountain range. Embodied in the tagline “A Legendary Journey to the Top,“ the campaign captures both athletes on a journey of ambition, determination, and discovery.
3,000m high, far from the familiarity of the court, Nadal and Federer are seen not as competitors but as companions reclining on the mountain peak — a visual metaphor for arriving at the pinnacle of their long sporting careers which have been marked by deep mutual respect and friendship, forever overcoming the obstacles set before them.
Federer brought his record-setting 20 Grand Slam titles and unparalleled elegance to every court he graced while Nadal’s 22 Grand Slams, among those 14 French Open wins, were each demonstrations of peak athleticism and skill. Together, these athletes represent parallel odysseys from youthful prodigies to global icons whose impact has inspired countless individuals across generations.
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“Many important icons have been part of this campaign and being part of it is something that makes me very happy. Sharing it with Roger makes it special since 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,” explains Rafael Nadal.
“It’s a unique opportunity to be working on this campaign with Rafa. To think we were such rivals, and now, as our tennis careers come to a close, we’re working together on something like this—it’s been an incredible journey. Being at the top of the Dolomites, feels symbolic in many ways. It really captures what this moment means to us— something truly special and meaningful.” says Roger Federer.
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Against nature’s grand canvas, Leibovitz’s shot showcases the pair sharing a moment of reflection above the clouds; Federer with his classic Monogram Christopher backpack, a symbol of timeless style akin to his own legacy in sport, and Nadal with his Monogram Eclipse version representing his dynamic strength and tenacity.
Together, they echo the values that resonate through every Louis Vuitton design and every Core Values campaign: a journey beyond the physical, a commitment to excellence, and a transmission of dreams.
“It has been 17 years since I launched the first Core Values campaign with Antoine Arnault, and I am delighted to revive this iconic series. Each Core Values chapter celebrates Louis Vuitton’s legacy of travel, of working with exceptional people, and of transmission –both physical and emotional. It has been brilliant to work with Roger Federer and Rafael Nadal on this new story – both inspirational athletes, trusted friends, and testaments to the discipline and excellence of their own personal sporting journeys,“ says Pietro Beccari, Chairman and CEO of Louis Vuitton.
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This latest campaign is more than a portrayal of two men against an alpine vista; it is an homage to the values of the Maison, embodied by champions who carry their stories like they do their rackets—in style, elegance and humility.
Reclining in the snow with a view on the valleys below, a sense of fulfilment evident and their trusted Louis Vuitton companions in toe, Federer and Nadal illustrate how each personal journey can reach legendary heights when pursued with determination and pioneering spirit.
