Tennis Icons Roger Federer and Rafael Nadal Star in Louis Vuitton's Core Values Campaign

Louis Vuitton has officially revealed its new Core Values campaign featuring tennis icons Roger Federer and Rafael Nadal. The campaign was shot by legendary photography Annie Leibovitz in the Dolomites in Italy.

Capitalizing on the legendary careers both players have had on the court, the inspiration campaign features both the athletes on a journey of ambition, determination and discovery. Matching the tagline, “There are Journeys that turn into Legends,” the duo ascend the summit of Italy’s Dolomites mountain range. Both revered tennis champions go 3,000 meters high and are shot against the nature’s mountainous canvas. Federer is seen with the classic Monogram Christopher backpack, a symbol of Louis Vuitton’s symbol of timeless style. Nadal on the other hand wears the Monogram Eclipse version, a nod to his dynamic strength and tenacity.

While both are often seen as competitors, they share a similar ascent as companions in the professional tennis world. Both have played unparalleled careers with Federer and his record-setting 20 Grand Slam titles and Nadal’s 22 Grand Slams and 14 French Open wins. In a statement Nadal said, “I know how many important icons have been part of this campaign, so for me personally, being part of it is something that I am very proud of, especially sharing it with Roger – he has been my biggest rival and now a close friend today. In my career, 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.” Federer said in his own statement, “It’s a unique opportunity to be working on this campaign with Rafa. How we could 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.”

This is not the first time Louis Vuitton has enlisted athletes in its campaigns. Cristiano Ronaldo and Lionel Messi were also in a campaign shot by Annie Leibovitz in 2022 that broke the internet. The latest campaign shares a similar theme of showing major sports rivals and their sportsmanship off the court. An homage to the values of the house, Federer and Nadal are the “Core Values” campaign stars.