Louis Vuitton once again partnered with tennis legends Roger Federer and Rafael Nadal for a journey into Italy’s snowy Dolomites. Through this campaign ‘Core Values’, the luxury fashion brand illustrated how each personal journey can reach legendary heights when pursued with determination and a pioneering spirit.
The Core Values series was initially launched 17 years ago by Antoine Arnault and Pietro Beccari. In the latest campaign celebrated photographer Annie Leibovitz has artfully captured Federer and Nadal in the snowy mountains sitting and chatting on LV trunks.
Nadal highlighted that important icons have been part of LV’s campaign. “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,” he shared. “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 pointed out that it’s a unique opportunity to be working on the 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,” he said. “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.”
Pietro Beccari, chairman and CEO of Louis Vuitton, said it has been 17 years since he launched the first Core Values campaign with Antonie Arnault. “I am delighted to revive this iconic series.” Beccari shared that 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 Rafale Nadal on this new story – both inspirational athletes, fierce friends, and testaments to the discipline and excellence of their own personal sporting journeys.”
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