For the first time in twelve years, luxury fashion and lifestyle maison Louis Vuitton is revisiting its Core Values campaigns. The purpose of each campaign is to explore the legacy of Louis Vuitton in the world of travel and culture with each chapter seeking to emotionally connect with the brand’s admirers. This year, the Core Values campaign sees tennis legends Roger Federer and Rafael Nadal scaling the summit of Italy’s Dolomites mountain range captured by Annie Lebowitz, a photography legend in her own right.

The sweeping views from an elevation of 3,000 meters above the familiarity of the court, is an equalizer for Nadal and Federer who are not meant to be seen not as competitors but companions on a shared ascent. The maison calls the campaign “a visual metaphor for their careers which have been marked by deep mutual respect and friendship, forever overcoming the obstacles set before them.”

“It has been 17 years since I launched the first Core Values campaign with Antoine Arnault, and I am delighted to revive this iconic series,” says Pietro Beccari, Chairman and CEO of Louis Vuitton in a recent press release. “Each Core Values chapter celebrates Louis Vuitton’s legacy of working with exceptional people, and of transmission –both physical and emotional. It has been brilliant to work with Roger Federer and Rafael Nadal on this new story – both inspirational athletes, fierce friends, and testaments to the discipline and excellence of their own personal sporting journeys.”

Louis Vuitton

A behind-the-scenes look at the campaign shoot.

As the name suggests, the campaign hopes to represent Louis Vuitton’s core values of determination and commitment to excellence but pursued with style, elegance, and humility. The tennis stars carry the Monogram Christopher and Eclipse backpacks up the mountain with poise and without complaint, much like they do their rackets which is what resonated with the luxury house and which they hope resonates with the audience as well.

The campaign’s tagline “There are Journeys that turn into Legends,” is fitting of Federer’s and Nadal’s combined 42 Grand Slam titles and peak athleticism. The pair have grown from youthful prodigies to international champions and can now stand upon the mountaintop, inspiring future generations.

“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,” says Nadal of his would-be mountain climbing companion. “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 returns the sentiment in kind, reflecting on the unusual twists of fate that would lead the two of them to the summit both figuratively and literally. “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,” he says. “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.”

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