The two tennis legends embark on an LV campaign.
Louis Vuitton is excited to unveil a new chapter in its renowned Core Values campaigns, captured by the renowned photographer Annie Leibovitz. This inspiring campaign features tennis’s most esteemed champions, Roger Federer and Rafael Nadal, as they climb to the peak of Italy’s Dolomites mountain range. With the tagline “There are Journeys that turn into Legends,” the campaign showcases both athletes on a journey of determination and discovery.
Nadal and Federer make the climb, not on the tennis court, but 3,000 meters above sea level. They are portrayed not as the competitors they had been for years, but as companions on a shared climb — a visual metaphor for their careers marked by deep mutual respect and friendship, continually overcoming challenges. The two athletes represent parallel journeys from youthful prodigies in their sport to global megastar icons, inspiring countless individuals across generations.
“I know how many important icons have been part of this campaign, so 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. 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.”
– Rafael Nadal
“It’s a unique opportunity to be working on this 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. 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.”
– Roger Federer
Leibovitz’s shot features the pair standing on the mountain peak; Federer with his classic Monogram Christopher backpack, symbolizing his timeless style, and Nadal with his Monogram Eclipse version, representing his dynamic strength and tenacity. The pair embody the values that every Louis Vuitton design holds.
This latest campaign is more than a portrayal of two men against an alpine backdrop; 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. Federer and Nadal ascend the rugged peaks with their Louis Vuitton accomplices by their side. The “Core Values” campaign are currently featured in print insertions and on Louis Vuitton social channels.
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