LOUIS VUITTON REUNITES ROGER FEDERER AND RAFAEL NADAL FOR NEW CHAPTER IN CORE VALUES CAMPAIGN

Louis Vuitton is pleased to reveal a new chapter in its storied Core Values campaign, captured through the lens of celebrated photographer Annie Leibovitz. In the heart of Italy’s majestic Dolomites mountain range, tennis legends Roger Federer and Rafael Nadal ascend a summit, mirroring their exceptional tennis careers. 

Far from the familiar tennis courts, Rafael Nadal and Roger Federer are seen not as competitors, but companions on a shared ascent, a visual metaphor for their careers, marked by deep mutual respect and friendship, forever overcoming the obstacles they faced. At 3,000 meters in altitude, the shot celebrates a striving for excellence and success.

Embodied in the tagline “There are Journeys that turn into Legends”, the campaign captures the essence of their journey of ambition, determination and discovery. Federer brought his record-setting 20 Grand Slam titles and unparalleled elegance to every court he graced, while Nadal counts 22 Grand Slams, including 14 French Open wins. Together, the athletes represent parallel odysseys from youthful prodigies to global icons.

The choice of the two athletes goes beyond a portrayal, becoming an homage to the values of Louis Vuitton, a journey beyond the physical, a commitment to excellence and a sharing of dreams. Federer carries his classic Monogram Christopher backpack, a symbol of timeless style, while Nadal’s Monogram Eclipse version represents his  dynamic strength and tenacity.

Louis Vuitton Chairman and CEO Pietro Beccari sees the campaign as a celebration of Louis Vuitton’s legacy of travel, collaborations with exceptional talents and transmission – both physical and emotional.

“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, fierce friends, and testaments to the discipline and excellence of their own personal sporting journeys. ” 

More than a portrait of two men against an alpine vista, this latest campaign is an homage to the values of the Maison, embodied by champions who carry their story with style, elegance and humility.