Titled “There are Journeys that turn into Legends,” the campaign highlights a journey defined by ambition, determination, and exploration. At an impressive 3,000 meters above sea level, far from their usual tennis courts, Federer and Nadal are portrayed not as rivals but as friends embarking on a shared journey. The imagery serves as a powerful metaphor for their illustrious careers, emphasizing their mutual respect and camaraderie as they navigate challenges together. This narrative aligns with the core principles of Louis Vuitton: transcending physical boundaries, pursuing excellence, and sharing dreams.
Pietro Beccari, Chairman and CEO of Louis Vuitton, reflects, “Seventeen years have passed since I first launched the Core Values campaign with Antoine Arnault, and I am thrilled to bring back this iconic series. Each chapter celebrates Louis Vuitton’s heritage of travel, collaboration with exceptional individuals, and the conveyance of both physical and emotional journeys. Working with Roger Federer and Rafael Nadal on this campaign has been incredible – they are both inspirational athletes and steadfast friends, embodying the discipline and excellence that define their sporting careers.”
This campaign is more than a stunning portrayal of two men in an alpine setting; it is a tribute to the Maison's values, exemplified by champions who carry their stories with grace, style, and humility. As they climb the rugged peaks, Federer and Nadal demonstrate how personal journeys can achieve legendary status through determination and an adventurous spirit.
Article source : https://www.lvmh.com/news-documents/news/louis-vuitton-revives-core-values-with-roger-federer-and-rafael-nadal/
