Louis Vuitton’s Core Values Campaign Soars with Federer and Nadal: ‘Journeys that Forge Legends’

Louis Vuitton’s Core Values Campaign Soars with Federer and Nadal: ‘Journeys that Forge Legends’. Photo credit: LVMH

(IN BRIEF) Louis Vuitton unveils its latest Core Values campaign, lensed by Annie Leibovitz, starring tennis legends Roger Federer and Rafael Nadal scaling the peaks of Italy’s Dolomites mountains. Titled “Journeys that Forge Legends,” the campaign symbolizes ambition, resilience, and companionship as the athletes, amidst mutual respect and friendship, navigate the rugged terrain. Pietro Beccari, Louis Vuitton’s Chairman and CEO, hails the collaboration, highlighting its reflection of the brand’s commitment to excellence and aspiration. The campaign serves as an homage to Louis Vuitton’s ethos, showcasing the athletes’ journey to legendary heights through determination and pioneering spirit.

(PRESS RELEASE) PARIS, 31-Mar-2024 — /EuropaWire/ — LVMH Moët Hennessy Louis Vuitton, commonly known as LVMH (EPA: MC), a French multinational holding and conglomerate specializing in luxury goods, headquartered in Paris, proudly unveils the latest installment of its renowned Core Values campaign, lensed by the esteemed photographer Annie Leibovitz. This chapter stars tennis icons Roger Federer and Rafael Nadal as they embark on an awe-inspiring journey amidst the breathtaking backdrop of Italy’s Dolomites mountain range. Under the banner “There are Journeys that turn into Legends,” the campaign encapsulates the essence of ambition, perseverance, and exploration. Positioned at a remarkable altitude of 3,000 meters, Nadal and Federer transcend their roles as competitors, embodying camaraderie and unity as they conquer new heights together. Symbolizing their illustrious careers, built upon mutual respect and unwavering friendship, the image serves as a poignant metaphor for overcoming obstacles and achieving greatness. Reflecting the ethos of Louis Vuitton’s designs and Core Values campaigns, the narrative extends beyond the physical realm, embracing a commitment to excellence and the realization of dreams.

Pietro Beccari, Chairman and CEO of Louis Vuitton, shares his enthusiasm for the revival of the iconic Core Values series, initiated 17 years ago in collaboration with Antoine Arnault. Each chapter pays homage to the Maison’s heritage of travel, collaboration with extraordinary individuals, and the transmission of both tangible and emotional experiences. Collaborating with Roger Federer and Rafael Nadal for this new chapter has been an enriching experience, as they epitomize the values of discipline, friendship, and excellence intrinsic to their sporting journeys.

More than a mere portrayal of two athletes against a majestic mountain vista, this campaign serves as a tribute to Louis Vuitton’s values, exemplified by champions who embody style, elegance, and humility. With each step taken amidst the rugged peaks, Federer and Nadal illustrate how personal journeys can ascend to legendary heights when pursued with determination and a pioneering spirit.

Media contact:

Jean-Charles Tréhan
LVMH External Relations Director
+33 1 44 13 26 20


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