Rafael Nadal and Roger Federer are the stars of Louis Vuitton's latest 'Core Values' campaign. The two men are pictured at the top of a mountain.
Why would you wear a short-sleeve shirt on a snowy mountaintop in the Dolomites when the temperature sits at -5 Celsius?
It was Leibovitz who requested Nadal show off his muscles, he noted. Swiss-born Federer, though surely more familiar with low temperatures and high altitudes than his hiking companion, opted for a long-sleeve shirt. Athletes like Federer and Nadal also symbolize optimism, positive energy, excellence, precision and a relentless quest to surpass their limits, he said, noting these are also important qualities for a brand like Vuitton, the industry’s largest player in fashion and leather goods and one of its most active in terms of fashion shows, events, exhibitions and media placements.
“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,” Nadal said. “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.
“I’m particularly attached to this campaign, you can imagine,” he said in the interview. “For me, it has been quintessential for the development of the brand in the past. And I think when you have occasions like this — bringing together Federer and Nadal — you should not miss it.”Courtesy of Louis Vuitton
“To be a luxury brand implies a certain complexity, a multitude of these facets, which are sometimes coherent, sometimes not so coherent, but together represent the richness and the depth of the brand,” he said. “There will always be many campaigns for many categories, because we stand for many things, we don’t sell just products.”
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