Louis Vuitton brings back Core Values campaign with Roger Federer and Rafael Nadal

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17 YEARS since the launch of the Core Values campaign, initiated by Pietro Beccari and Antoine Arnault, Louis Vuitton revives the prestigious iconography with tennis legends Roger Federer and Rafael Nadal.

Depicting the sporting heroes as they ascend to the summit of Italy’s Dolomites, the phrase ‘There are Journeys that turn into Legends’ is mounted as the tagline. Encompassing the values of exploration – ambition, discovery and determination – the two athletes have also stayed true to these characteristics in their own careers on the court.

“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,” states 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,” adds Federer. “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”.

Captured by Annie Leibovitz, the pair showcase the prestige and versatility of Louis Vuitton’s accessories, with Federer wearing the Monogram backpack and Nadal with the Monogram Eclipse. Together, they reflect the design aesthetic and breath a new life into the Core Values campaign.

by Imogen Clark


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