After 17 years, Louis Vuitton has introduced the second chapter of its ‘Core Values’ campaign, featuring tennis legends Roger Federer and Rafael Nadal.
Captured by renowned photographer Annie Leibovitz, the duo is seen scaling the Italian Dolomites at an altitude of 3,000 metres.
Titled ‘A Legendary Journey to the Top‘, the campaign highlights ambition, determination, and exploration, presenting Federer and Nadal not as competitors but as partners on an Alpine adventure. Equipped with Louis Vuitton backpacks, they journey through difficult terrain, suggesting a shared pursuit of discovery beyond the tennis court.
Nadal expressed his pride in being part of the campaign alongside Federer, commenting: “I know how many important icons have been part of this campaign, so for me personally, being part of it is something I am very proud of, especially sharing it with Roger — he has been my biggest rival and now a close friend. In my career, I achieved more than I ever dreamt of, so at the end of the day, the legacy we leave as human beings is the most important.”
Federer echoed similar sentiments, saying: “After our tennis careers have come to a close, we’re together on something like this—it’s been an incredible journey. It was wonderful being rivals, and then to work together on this campaign. Being at the top of the Dolomites feels symbolic in many ways. It really captures what this moment means to us— something truly special and meaningful.”
Pietro Beccari, CEO of Louis Vuitton, added: “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. Each chapter celebrates the Louis Vuitton heritage: travelling, working with exceptional people, and physical and emotional communication. Working with Roger Federer and Rafael Nadal on this story has been brilliant — both are inspirational athletes, fierce friends, and testaments to the discipline and excellence of their own personal sporting journeys.”
