Louis Vuitton Revives Core Values Campaign with Roger Federer and Rafael Nadal

Louis Vuitton has revived its “Core Values” campaign, featuring tennis legends Roger Federer and Rafael Nadal captured through the lens of celebrated photographer Annie Leibovitz. This campaign, originally launched in 2010, emphasises themes of travel, adventure, and the personal journeys of iconic individuals. Federer’s and Nadal’s involvement highlights their longstanding rivalry and friendship, adding a rich narrative to the campaign.

“There are Journeys that turn into Legends“ Louis Vuitton revives Core Values campaign with Roger Federer and Rafael Nadal.


The inspirational campaign features 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, determination and discovery.


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 from youthful prodigies to global icons whose impact has inspired countless individuals across 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 – 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,“ explains Rafael Nadal.


“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,“ says Roger Federer.

Against nature’s grand canvas, Leibovitz’s shot showcases the pair standing tall on the mountain peak; Federer with his classic Monogram Christopher backpack, a symbol of timeless style akin to his own legacy in sport, and Nadal with his Monogram Eclipse version representing his dynamic strength and tenacity. Together, they echo the values that resonate through every Louis Vuitton design and every Core Values campaign: a journey beyond the physical, a commitment to excellence, and a transmission of dreams.


“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 Core Values chapter celebrates Louis Vuitton’s legacy of travel, 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“ says Pietro Beccari, Chairman and CEO of Louis Vuitton.

This latest campaign is more than a portrayal of two men against an alpine vista; it is an homage to the values of the Maison, embodied by champions who carry their stories like they do their rackets-in style, elegance and humility. With every step up those rugged peaks, their trusted Louis Vuitton companions strapped firmly to their backs, Federer and Nadal illustrate how each personal journey can reach legendary heights when pursued with determination and pioneering spirit.