Photo: Louis Vuitton
Louis Vuitton reveals the second chapter of its renowned "Core Values" campaign, this time featuring tennis legends Rafael Nadal and Roger Federer in the leading roles.
Through the lens of famous photographer Annie Leibovitz, the two sporting rivals and friends reach the pinnacle of the Dolomites, an Italian mountain range, in a vision symbolizing the peak of their exceptional careers.
Under the slogan "A Legendary Journey to the Top," the campaign portrays Nadal and Federer not as rivals but as companions on their shared journey filled with ambition, determination, and discoveries. At an altitude of 3,000 meters, far from the tennis court, the two share a moment of reflection and satisfaction, symbolizing how they have overcome all obstacles through mutual respect and friendship.
Federer, with his record 20 Grand Slam titles, embodies elegance on every court, while Nadal, with 22 Grand Slam titles, including an incredible 14 French Open victories, personifies elite athletics and skill. Their careers, from youthful prodigies to global icons, have inspired numerous generations.
Nadal said: "Many significant figures have been part of this campaign, and I am happy to be among them now. Sharing this experience with Roger makes it special, as he was my greatest rival and now a close friend. The legacy in terms of human values is the most important thing I leave behind."
Federer added: "It’s a unique opportunity to work on this campaign with Rafa. Being at the top of the Dolomites symbolically represents our shared moment – special and meaningful."
The photograph shows Federer with the classic Monogram Christopher backpack, a symbol of timeless style reflecting his sporting legacy, while Nadal wears the Monogram Eclipse version, representing his strength and tenacity.
This visual highlights the values embedded in every Louis Vuitton design: dedication to excellence, conveying dreams and stories through style, elegance, and humility.
Pietro Beccari, President and CEO of Louis Vuitton, said: "It has been 17 years since the launch of the first Core Values campaign with Antoine Arnault. Each chapter of this series celebrates Louis Vuitton’s legacy in travel, working with exceptional people, and transmitting physical and emotional values. Working with Federer and Nadal on this story was a real pleasure."
This campaign is not just a portrait of two men against an alpine backdrop; it is an ode to the values of the Louis Vuitton brand. Nadal and Federer, relaxed in the snow with a view of the valleys, symbolize how personal journeys can reach legendary heights when driven by determination and a pioneering spirit.
