Louis Vuitton relaunches core values campaign with Roger Federer, Rafael Nadal

Louis Vuitton has relaunched its core values campaign with a new chapter, featuring tennis champions Roger Federer and Rafael Nadal. 

Photographer Annie Leibovitz captured the duo summiting a mountain in the Dolomites of Italy, perfectly embodying the campaign’s tagline: ‘There are Journeys that turn into Legends.’

This latest installment in the core values series, which was first launched 17 years ago by Antoine Arnault and Pietro Beccari, continues to celebrate the timeless principles that define Louis Vuitton. 

“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,” said Nadal. “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.”

Federer added: “It’s a unique opportunity to be working on this campaign with Rafa. 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. 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.”

As part of the campaign, which will be featured in print insertions and on Louis Vuitton social channels, Federer is captured on the mountain peak with the classic Monogram Christopher backpack, while Nadal stars with the Monogram Eclipse version. 

“It has been 17 years since I launched the first Core Values campaign with Antoine Arnault, and I am delighted to revive this iconic series,” added Pietro Beccari, chairman and CEO of Louis Vuitton.

“Each Core Values chapter celebrates Louis Vuitton’s legacy of travel, of working with exceptional people, and of transmission – both physical and emotional. 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.”