Louis Vuitton has unveiled the latest chapter of its iconic Core Values campaign, starring two of tennis’ greatest legends: Roger Federer and Rafael Nadal. Captured by celebrated photographer Annie Leibovitz, the new campaign shows the pair climbing Italy’s stunning Dolomites mountain range, embodying the campaign’s poignant tagline: “There are journeys that become legends.”
In the images, Federer and Nadal are on a mid-mountain 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 combination of timeless elegance and functionality. “Captured through the lens of renowned photographer Annie Leibovitz, Roger Federer and Rafael Nadal illustrate how every personal journey can reach legendary heights when undertaken with determination and a pioneering spirit,” the company shared on its website.
Against the spectacular Alpine backdrop, the pair’s parallel careers are reminiscent of their sporting journeys. Together they have amassed a staggering 42 Grand Slam titles, cementing their status as tennis icons and global legends. “Scaling the summit of Italy’s Dolomites outfitted with a signature Maison touch, two of tennis’ 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 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,” Nadal explains in the clip.
Icons: A Hall of Fame of Excellence
Over the years, the Core Values campaign has featured iconic figures who are synonymous with excellence. From Angelina Jolie in Cambodia to Sean Connery in the Bahamas and sporting legends such as Steffi Graf , André Agassi, Diego Maradona and Zinedine Zidane , the campaign celebrates people who inspire through their talent and character. Federer and Nadal, who have defined a golden era in tennis, now join this astonishing list.
“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,” Nadal said.
