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Professional boxing icon and social activist Muhammad Ali has stepped up to endorse a brand new campaign from high fashion giant Louis Vuitton titled, “Core Values.” In the effort of depicting an outstanding personality while reflecting on the idea of transmission from one generation to the next, a captivating portrait is presented featuring The People’s Champion and one of his grandsons. Ali’s Arizona home is the setting for this exemplary pairing between himself and the fashion house; included is a tag-line stating “Some stars show you the way. Muhammad Ali and a rising star.” Further adding to the uniqueness and prestige of the campaign, photography was done by Annie Leibovitz.