Photo: Annie Leibovitz. Courtesy of Louis Vuitton
Launched 17 years ago by Antoine Arnault and Pietro Beccari, the Core Values series celebrates Louis Vuitton‘s legacy in the Art of Travel, highlighting travel as an emotional journey of discovery. This year, Louis Vuitton is unveiling a new chapter in its Core Values campaign, captured by iconic photographer Annie Leibovitz. This inspiring campaign features tennis legends Roger Federer and Rafael Nadal as they ascend the Dolomites mountain range in Italy. With the tagline, “There are journeys that turn into legends,” the campaign aims to encapsulate the ambition, determination, and discovery that define both athletes and the Louis Vuitton brand.
Federer brought a record-setting 20 Grand Slam titles to every court he touched. His playing style and poise set new standards in the world of tennis. Meanwhile, Nadal’s remarkable achievements include 22 Grand Slam titles, highlighted by 14 French Open victories. Each of these triumphs showcased his peak athleticism and exceptional skill.
“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 Nadal. “It’s a unique opportunity to be working on this campaign with Rafael. 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.
Together, these icons embody the spirit of perseverance, illustrating the heights that can be reached through mutual respect and determination. “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.
