Two goats up a mountain in the Italian Dolomites might not sound like much of a news story, but when those G.O.A.T.s are tennis icons Rafael Nadal and Roger Federer, and they are decked out in Louis Vuitton, well, now we’re talking.
Two of tennis’ (if not all of sport’s) most revered champions haven’t just been papped having a spring time jaunt, they are the faces of the latest chapter of Louis Vuitton’s ‘Core Values’ campaign.
Captured by Annie Leibovitz (an icon in her own right) the campaign looks to showcase both athletes on a journey of ambition, determination and discovery, spawning the tag line: “There are Journeys that turn into Legend”.
Forever joined in history due to their titanic battles on the tennis courts for nearly two decades – the Louis Vuitton campaign instead shows Nadal and Federer not as competitors but as companions on a shared ascent.
Leibovitz’s shot showcases the pair standing tall on the mountain peak; Federer with his classic Monogram Christopher backpack, and Nadal with his Monogram Eclipse version.
While no newcomers to creating campaigns featuring some of sports most famous rivals, the combination of Federer and Nadal showcases the parallel odysseys they have both been on from youthful prodigies to global icons whose impact have inspired countless individuals across generations.
The Core Values campaign portrays them as two champions who carry their stories like they do their rackets – with style, elegance and humility.