LOUIS VUITTON CORE VALUES
Becoming Legends with Roger Federer and Rafa Nadal
Louis Vuitton’s Core Values
“There are journeys that turn into legends,” proclaims the slogan of Louis Vuitton’s latest Core Values campaign. When thinking of legends, tennis icons Roger Federer and Rafa Nadal, the campaign’s main stars, easily come to mind. These athletes have competed globally to secure the top spot on the ATP rankings. Following the viral campaign featuring the eternal rivals Leo Messi and Cristiano Ronaldo, the French fashion house has once again paired rivals-turned-friends in a stunning campaign photographed by Annie Leibovitz in the Dolomites, Italy.
The Louis Vuitton team notes, “this campaign illustrates how each personal journey can reach legendary heights when pursued with determination and a pioneering spirit.” Both Nadal and Federer have evolved from promising athletes to global sports icons after years of top-level competition. Roger Federer boasts twenty Grand Slam titles, while Rafa Nadal has claimed over twenty, with fourteen at the French Open. Now, off the court, they set aside their rivalry to become colleagues and companions, trekking through the Dolomites at an altitude of three thousand meters. Pietro Beccari, chairman and CEO of Louis Vuitton, describes the campaign as a celebration of “Louis Vuitton’s legacy of travel, of working with exceptional people, and of transmission.”
Reflecting on the campaign, Federer states: “It’s a unique opportunity to work on this campaign with Rafa. To be such rivals and then, at the end of our careers, stand beside each other for this campaign has been very cool. And where we are today, it embodies everything: at the peak of the mountains. For us, it is something meaningful and special.”
Rafa Nadal shares the same sentiment, saying: “I know how many important icons have been part of this campaign, so for me personally, being part of it is something I am very proud of, especially sharing it with Roger – he has been my biggest rival and is now a close friend. In my career, I achieved more than I ever dreamed of, and at the end of the day, the legacy as human beings is the most important value.”
