Louis Vuitton creates history by reviving its Core Values campaign, which was originally photographed by famed photographer Annie Leibovitz, twelve years after it was last launched. Tennis greats Rafael Nadal and Roger Federer are featured in the campaign, which follows them as they ascend Italy’s breathtaking Dolomites. The ad, which has the moving slogan “There are Journeys that turn into Legends,” emphasizes not just the athletes’ journeys but also their incredible professional lives, which were characterized by lifelong friendship and respect for one another.
Far from the well-known baselines of a tennis court and situated 3,000 meters above sea level, Nadal and Federer are portrayed as allies in a common endeavor rather than competitors, signifying the heights they have reached in their careers. Federer, with his graceful style and record 20 Grand Slam victories, and Nadal, with his fortitude and 22 Grand Slams—14 of which came at the French Open—represent two opposing stories of extraordinary talent and impact, inspiring a vast number of people across the globe.
In his reflections on his participation in the campaign, Rafael Nadal emphasized the lasting worth of their legacies beyond tennis by expressing his pride and the profound personal significance of sharing this moment with Federer. Federer expressed similar feelings, highlighting the special nature of their relationship and the rich significance of their alpine surroundings.
Leibovitz photographs Rafael Nadal’s Monogram Eclipse backpack and Roger Federer’s renowned Monogram Christopher bag, which exquisitely embody their respective styles and the classic components of Louis Vuitton’s design philosophy. Regarding the continuation of the series, Chairman and CEO of Louis Vuitton Pietro Beccari stated, “It has been 17 years since I launched the first Core Values campaign with Antoine Arnault.
Every chapter of the Core Values honors Louis Vuitton’s tradition of travel, excellent people-to-people relationships, and physical and emotional transmission. Beccari remarks, “Working with Roger Federer and Rafael Nadal on this new story has been amazing. Both players are inspirational, fierce friends, and examples of the discipline and quality of their sporting journeys.
