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Louis Vuitton has unveiled the latest chapter in its iconic Core Values campaign, featuring two of tennis' greatest legends: Roger Federer and Rafael Nadal. Captured by celebrated photographer Annie Leibovitz, the new campaign showcases the pair scaling Italy's breathtaking Dolomites mountain range, embodying the campaign's poignant tagline: "There are journeys that turn into legends."
In the imagery, Federer and Nadal are on a mid-mountaineering expedition equipped with Louis Vuitton's signature travel accessories. Federer carries the classic Monogram Christopher backpack, while Nadal opts for the sleek Monogram Eclipse, both symbolizing a blend of timeless elegance and functionality. "Captured through the lens of renowned photographer Annie Leibovitz, Roger Federer and Rafael Nadal illustrate how each personal journey can reach legendary heights when pursued with determination and a pioneering spirit," the company shared on its website.
Against the dramatic alpine backdrop, the duo's parallel careers remind us of their journey in sports. Together, they have amassed a staggering 42 Grand Slam titles, cementing their status as tennis icons and global legends. "Climbing the summit of Italy's Dolomites equipped with a signature touch from the Maison, two of tennis's most revered legends, Roger Federer and Rafael Nadal, embark on a journey of ambition, devotion, and discovery," the brand shared.
According to Esquire, Louis Vuitton's Core Values campaign, which debuted 17 years ago, is a tribute to the brand's principles: "icons, the art of travel, and transmission."
"I know that many important icons have participated in this campaign, so I am very proud to be part of it, and more especially to share it with Roger, who was my great rival and is now a great friend. Throughout my career, I have achieved more than I ever imagined, so in the end, the most important value is the legacy we leave as people,’ explains Nadal in the clip.
Icons: A Hall of Fame of Excellence
Over the years, the Core Values campaign has featured iconic figures synonymous with excellence. From Angelina Jolie in Cambodia to Sean Connery in the Bahamas and sports legends like Steffi Graf, André Agassi, Diego Maradona, and Zinedine Zidane, the campaign celebrates individuals who inspire through their craft and character. Federer and Nadal, who have defined a golden era in tennis, now join this jaw-dropping roster.
"I am very proud to be part of it, and especially to share it with Roger, who was my great rival and is now a great friend. Throughout my career I have achieved more than I ever imagined, so in the end the most important value is the legacy we leave as people," says Nadal.