June 21, 2024
Rafael Nadal

Tennis legends Rafael Nadal and Roger Federer come together once again, but this time it’s off-the-court for Louis Vuitton’s latest campaign. Caught scaling high altitudes, the tennis pros exemplify Louis Vuitton’s ‘Core Values’, a campaign the brand re-launched after 17 years.

Rafael Nadal
Rafael Nadal and Roger Federer with photographer Annie Leibovitz

The campaign, shot by iconic photographer Annie Leibovitz, features the tennis champions ascending to the summit of Italy’s Dolomites mountain range. The campaign captures Rafael Nadal and Roger Federer’s journey to the top of the alpine landscape, almost a metaphor for their race to the top of tennis. The imagery fits the campaign’s tagline, “There are Journeys that turn into Legends.” It also becomes a metaphor for their joint professional journey from young prodigies to sporting icons with a global impact. 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.

Two years after Roger Federer‘s retirement announcement in 2022, the two legendary tennis players reunite in a stellar move by the French maison. While the celebrity quotient in the campaign is grabbing all eyeballs, it is important to understand what Louis Vuitton’s Core Values campaign is actually about. Launched 17 years ago by Antoine Arnault and Pietro Beccari, it highlights travel, iconic figures and transmission.
Rafael Nadal
Art of Travel:
Travel has always been at the core of everything they do at Louis Vuitton. It’s a testament to their legacy and original inspiration but, most importantly, an emotional connection between the past and present.

Icons:
Name a more iconic brand. We’ll wait. Louis Vuitton’s legacy transcends beyond its luxury goods. It is based on the associations with exceptional people – the icons in their field with which Louis Vuitton has found suitable associations. The ‘Core Values’ campaigns feature global personalities in myriad professions and recognise their full, lively lives.
Transmission:
It is an idea exchange at Louis Vuitton, between personalities involved and the products they carry. The brand has long been known for its passing of style and substance through generations and the ‘Core Values’ campaign starring Rafael Nadal and Roger Federer hopes to capture this both physically and emotionally.

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