Translated by
Nicola Mira
Revealed
December 1, 2024
Louis Vuitton has unveiled the second chapter of its ‘Core Values’ marketing campaign starring Roger Federer and Rafael Nadal. The 2 tennis legends, lensed by photographer Annie Leibovitz, are pictured climbing the Italian Dolomites to three,000 m altitude.
The marketing campaign, that includes the slogan ‘A Legendary Journey to the Top’, portrays the 2 tennis superstars alongside a path of ambition, willpower and discovery, this time away from the courts they’re accustomed to.
Federer and Nadal, winners, respectively, of 20 and 22 Grand Slam titles, aren’t proven as rivals however as fellow explorers of the Alpine panorama they’re mountain climbing by means of, geared up with Louis Vuitton backpacks.
“I know how many important icons have been part of this campaign, so for me personally, being part of it is something I am very proud of, especially sharing it with Roger — he has been my biggest rival and now a close friend. In my career, I achieved more than I ever dreamt of, so at the end of the day, the legacy we leave as human beings is the most important,” Nadal mentioned in a press launch.
“After our tennis careers have come to a close, we’re together on something like this—it’s been an incredible journey. It was wonderful being rivals, and then to work together on this campaign. Being at the top of the Dolomites feels symbolic in many ways. It really captures what this moment means to us— something truly special and meaningful,” mentioned Federer.
“It has been 17 years since I launched the first ‘Core Values’ campaign with Antoine Arnault, and I am delighted to revive this iconic series. Each chapter celebrates the Louis Vuitton heritage: travelling, working with exceptional people, and physical and emotional communication. Working with Roger Federer and Rafael Nadal on this story has been brilliant — both are inspirational athletes, fierce friends, and testaments to the discipline and excellence of their own personal sporting journeys,” mentioned Pietro Beccari, CEO of Louis Vuitton.
