Louis Vuitton proudly announces a new chapter in its iconic Core Values campaign, captured through the lens of celebrated photographer Annie Leibovitz. This campaign features tennis legends Roger Federer and Rafael Nadal as they ascend the peaks of Italy’s Dolomites mountain range. Embodied by the tagline “There are Journeys that turn into Legends,” the campaign highlights the athletes’ journey of ambition and determination.
At 3,000 meters high, far from the tennis courts where they have made history, Nadal and Federer are portrayed not as rivals but as companions on a shared ascent. This visual metaphor reflects their careers, marked by deep mutual respect and friendship. Federer’s 20 Grand Slam titles and elegant style, along with Nadal’s 22 Grand Slams and 14 French Open victories, showcase their parallel paths from youthful prodigies to global 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,” explains Rafael Nadal.
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Roger Federer shares similar sentiments: “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.”
Against the grand backdrop of nature, Leibovitz’s photography showcases Federer and Nadal standing tall on the mountain peak. Federer carries his classic Monogram Christopher backpack, symbolizing timeless style, while Nadal’s Monogram Eclipse backpack represents his dynamic strength.
“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,” says Pietro Beccari, Chairman and CEO of Louis Vuitton.
