Louis Vuitton has unveiled its latest Core Values campaign featuring tennis legends Roger Federer and Rafael Nadal, captured by the iconic photographer Annie Leibovitz in Italy’s stunning Dolomites.
This campaign celebrates the remarkable careers of these tennis icons, showcasing their journey of ambition, determination, and discovery. Titled “There are Journeys that turn into Legends,” the campaign features Federer and Nadal ascending the majestic Dolomites, reaching heights of 3,000 meters. Federer is seen with the classic Monogram Christopher backpack, symbolizing Louis Vuitton’s timeless style, while Nadal carries the Monogram Eclipse version, reflecting his dynamic strength and tenacity.
Despite their rivalry on the court, Federer and Nadal share a bond as companions in professional tennis. Federer boasts 20 Grand Slam titles, while Nadal has 22 Grand Slams and 14 French Open victories. Nadal expressed his pride in being part of the campaign, especially alongside Federer, stating, “He has been my biggest rival and now a close friend. 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 echoed this sentiment, saying, “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.”
This isn’t the first time Louis Vuitton has featured athletes in its campaigns. In 2022, Cristiano Ronaldo and Lionel Messi starred in a campaign by Annie Leibovitz that went viral. The latest campaign continues this theme, highlighting major sports rivals and their sportsmanship off the court. Federer and Nadal embody the “Core Values” of Louis Vuitton, making them the perfect stars for this campaign.
