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Louis Vuitton has launched a fresh chapter in its celebrated Core Values campaign, starring tennis icons Roger Federer and Rafael Nadal. Shot by renowned photographer Annie Leibovitz, the campaign takes us to the heights of Italy’s Dolomites, capturing the essence of these athletes’ journeys.
Titled “There are Journeys that turn into Legends,” this campaign moves away from the competitive courts to the serene, challenging mountain peaks. Here, Federer and Nadal are depicted as companions, sharing a climb that mirrors their professional paths marked by mutual respect and camaraderie. Federer, with his 20 Grand Slam titles, and Nadal, with 22, including 14 French Open wins, are celebrated not just for their achievements but for the values they represent.
Nadal expressed his pride in joining the Louis Vuitton campaign, especially alongside Federer. “Being part of this campaign is something that I am very proud of, especially sharing it with Roger—he has been my biggest rival and now a close friend. In my career, I achieved more than I ever dreamed of, so at the end of the day, the legacy in terms of human beings is the most important value,” he said.
Federer shared similar sentiments, highlighting the unique experience of collaborating with Nadal. “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,” Federer remarked.
Leibovitz’s photographs capture the pair against a stunning natural backdrop. Federer is seen with a classic Monogram Christopher backpack, symbolising his enduring style, while Nadal carries the Monogram Eclipse version, reflecting his strength and tenacity. Together, they embody the values central to Louis Vuitton: a journey beyond the physical, a commitment to excellence, and the sharing of dreams.
Pietro Beccari, Chairman and CEO of Louis Vuitton, shared his excitement about this campaign. “It has been seven 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,” Beccari stated.
