Louis Vuitton Reveals Its Core Values Campaign Starring Roger Federer and Rafael Nadal

Emma Hodgson   |   18-05-2024

Louis Vuitton has revealed its latest Core Values campaign featuring tennis’s most revered champions, Roger Federer and Rafael Nadal, as they ascend to the summit of Italy’s Dolomites mountain range. 

Embodied in the tagline “There are Journeys that turn into Legends,“ the campaign captures both athletes on a journey of ambition and determination, captured through the lens of celebrated photographer Annie Leibovitz.

3,000m high, far from the familiarity of the court, Nadal and Federer are seen not as competitors but as companions on a shared ascent — a visual metaphor for their careers which have been marked by deep mutual respect and friendship, forever overcoming the obstacles set before them. Federer brought his record-setting 20 Grand Slam titles and unparalleled elegance to every court he graced while Nadal‘s 22 Grand Slams, among those 14 French Open wins, were each demonstrations of peak athleticism and skill. Together, these athletes represent parallel odysseys.

Discussing the new campaign, 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.” 

Meanwhile, Federer added: “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.”