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[Watch] Roger Federer, Rafael Nadal unite for Louis Vuitton 'Core Values' campaign

Published at :May 20, 2024 at 5:49 AM
Modified at :May 20, 2024 at 5:49 AM
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(Courtesy : Screenshot louisvuitton (Instagram))

Ajay Gandhar


Court rivals, off-court friends in Louis Vuitton spots.

Roger Federer and Rafael Nadal, two of tennis’s most celebrated rivals, have teamed up for a new advertising campaign for luxury brand Louis Vuitton. The “Core Values” campaign features photos by famed photographer Annie Leibovitz of the pair in the mountainous Dolomites region of Italy.

The campaign highlights Vuitton’s core brand values of ambition, dedication, and a spirit of journey and discovery. Though Federer and Nadal faced off as fierce opponents for over 15 years, accumulating 42 Grand Slam titles between them, they developed a close friendship toward the end of their careers.

“It’s unique to work together on this after being such great rivals,” said Federer, who has 20 major titles. Behind-the-scenes footage showed the two enduring cold conditions, with Nadal joking about not being accustomed to the snow like his Swiss counterpart.

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In one scene, they sit on a Vuitton trunk discussing their first meeting after Federer’s 2003 Wimbledon win, when Nadal was an emerging young talent. “You could tell he was something special,” Federer said, recalling their 2004 match in Miami that Nadal won.

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Nadal, who has won 22 Grand Slam events, expressed pride at being part of the reputed campaign. “I know the iconic figures who have been part of this, so sharing it with Roger is an honor,” he stated.

The “Core Values” campaign, launched in 2007, has previously featured sports legends like Muhammad Ali and Steffi Graf. By showcasing Federer and Nadal’s legendary sporting journeys and friendship, this latest iteration encapsulates the brand’s tagline: “Journeys that turn into legends.”

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