No professional rivalry in the history of tennis is as storied as that of Rafael Nadal and Roger Federer. Trust Louis Vuitton to be the brand to unite them.
Today, the French fashion house unveils the latest chapter in its Core Values campaigns, which stars the revered tennis champions, photographed side-by-side on a journey to the summit of Italy’s Dolomites mountain range. The inspiring shots were lensed by Annie Leibovitz, who captured the sports stars on a dual journey of ambition and self-discovery.
Core Values was launched 17 years ago by Antoine Arnault and Pietro Beccari with the tagline, “These are the journeys that turn into legends.” In this iteration, Nadal and Federer embody this, and are seen not as competitors but companions, sharing a 3000m ascent into the mountaintops.
Garbed in Louis Vuitton (Federer with a Monogram Christopher backpack and Nadal with a Monogram Eclipse), the pair stand tall against the canvas of nature. Reflecting a journey beyond the physical, the shots are an homage the tenacity of the human spirit and by extension, values of the Maison.
Of the campaign, Nadal said: “I know how many 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. 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 echoes his sentiment. “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.”
This is far from the House’s first time playing sports-rival matchmaker. Ahead of the World Cup 2022, Louis Vuitton brought together football rivals Lionel Messi and Christiano Ronaldo. In a viral image, also lensed by Leibovitz, the pair played a game of chess atop an LV trunk.
The question on everyone’s lips is who will the Maison unite next?
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