Louis Vuitton reveals Core Values campaign with Roger Federer and Rafael Nadal
Numéro
21 May 2024
Louis Vuitton reveals a new chapter in its storied Core Values campaigns, captured through the lens of celebrated photographer Annie Leibovitz. The inspirational campaign features tennis’s most revered champions, Roger Federer and Rafael Nadal, as they ascend to the summit of Italy’s Dolomites mountain range. Embodied in the tagline “There are Journeys that turn into Legends,“ the campaign captures both athletes on a journey of ambition, determination, and discovery.
3,000m high, far from the familiarity of the court, Nadal and Federer are seen not as competitors but as companions on a shared ascent — a visual metaphor for their careers which have been marked by deep mutual respect and friendship, forever overcoming the obstacles set before them. Federer brought his record-setting 20 Grand Slam titles and unparalleled elegance to every court he graced while Nadal‘s 22 Grand Slams, among those 14 French Open wins, were each demonstrations of peak athleticism and skill. Together, these athletes represent parallel odysseys from youthful prodigies to global icons whose impact has inspired 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
Against nature’s grand canvas, Leibovitz’s shot showcases the pair standing tall on the mountain peak; Federer with his classic Monogram Christopher backpack, a symbol of timeless style akin to his own legacy in sport, and Nadal with his Monogram Eclipse version representing his dynamic strength and tenacity.
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.
