Embodied in the tagline ‘There are journeys that turn into legends’, the campaign captures the athletes on a journey of ambition, determination and discovery.
At a height of 3000m, the pair are not competitors but companions on a shared ascent, in reference to the deep mutual respect the friends maintained while they both climbed to the dizzying heights of tennis greatness.
“It’s a unique opportunity to be working on this campaign with Rafa,” Federer says. “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.”
The campaign – captured by another legend of her field, Annie Leibovitz – marks a return of the Maison’s Core Values series, which was first launched 17 years ago by Antoine Arnault and Pietro Beccari.
“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,” Nadal says.
The images echo the values resonating through Louis Vuitton designs and each Core Values campaign – a journey beyond the physical, a commitment to excellence and a transmission of dreams.
The Core Values campaign highlights Louis Vuitton’s legacy as a pioneer of the art of travel; its long tradition of associations with exceptional people who are icons in their fields; and the idea of transmission, whether physical or emotional, of dreams, messages and values.
See images from behind the scenes:
