Roger Federer and Rafael Nadal, two of the most iconic figures in the history of tennis, have joined forces for Louis Vuitton‘s latest “Core Values” campaign. Shot by renowned photographer Annie Leibovitz, the campaign chronicles the duo’s incredible journey from on-court rivals to close friends. Set against a breathtaking alpine backdrop, the visual serves as a metaphor for their remarkable careers, highlighting the values of physical strength, mental determination and unwavering ambition – qualities that align seamlessly with the brand’s core principles.
At an altitude of over 3,000 meters, Federer and Nadal embark on a daring ascent, their competitive spirit transformed into a bond of camaraderie. The Swiss maestro, known for his legendary backhand, wears the classic Monogram Christopher backpack, while the Spanish forehand master sports the Monogram Eclipse version – both timeless styles that reflect their individual personalities and shared values.
Nadal, who is proud to be a part of the campaign, emphasizes the importance of legacy beyond sports. “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,” he said, underscoring the importance of the friendship he shares with Federer.
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Federer echoes that sentiment, describing the opportunity to work alongside his longtime rival as a unique and meaningful experience. “How could we 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,” he reflects, acknowledging the depth of their connection.
Launched 17 years ago by Antoine Arnault and Pietro Beccari, the “Core Values” campaign has featured celebrities from all walks of life, including actress and UN ambassador Angelina Jolie, legendary dancer and choreographer Mikhail Baryshnikov, Olympic swimming champion Michael Phelps and French actress Catherine Deneuve, among others. With Federer and Nadal, Louis Vuitton reinforces its position as a premium partner of the Paris 2024 Olympic and Paralympic Games, further strengthening the brand’s association with excellence and achievement.
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