Rafael Nadal & Roger Federer Capture Louis Vuitton Core Values
Rafael Nadal and Roger Federer first met on the courts of Miami, circa 2004. In the two decades since, both men have entered a mythology of sorts: after a few cinematic face-offs in the Wimbledon finals, Nadal and Federer’s rivalry even earned its own Wikipedia page. And, alongside Novac Djokovic, Nadal and Federer compose the tennis ‘Big Three’ — a moniker that cements their legacy in sports history. Yet on a snow-covered summit in the Italian Dolomites, the players describe each other as “close friends.” Their stories — facing off in history-making matches, climbing to three thousand metre peaks — have crystallized. Posing for Louis Vuitton Core Values at the mountain peak, Federer and Nadal enter a new canon. Annie Leibovitz snaps a few photos to capture the moment, titled with the campaign motto: “There are journeys that turn into legends.”
In their prime, Nadal and Federer enjoyed a parallel ascent through the tennis courts — playing on opposite sides, they were competitors first, peers second. It’s easy to see why: staring each other down across the court, the prodigies make Challengers look like child’s play. Federer set records with 20 Grand Slam Titles, while Nadal’s 22 Grand Slams inspired generations of athletes.
Atop these jagged Italian slopes, however, it’s night and day. Stunning panoramic views surround the icy peak, contrasting the flat, familiar arenas of the past. “Where we are here today, I think it also embodies everything,” Federer says. “At the peak of the mountains — for us, it is something meaningful and special.”
“Being part of it is something that I’m very proud of, especially sharing it with Roger — he has been my biggest rival and now a close friend today.”
Rafael Nadal
To reach the summit, Federer and Nadal faced (and overcame) a common obstacle. Like his peer, Nadal sees this journey as a symbol of respect and friendship. “I know how many important icons have been part of this campaign,” says Nadal. “Being part of it is something that I’m very proud of, especially sharing it with Roger — he has been my biggest rival and now a close friend today.”
Those ‘human’ legacies — endurance, perseverance, and friendship — are the essence of Louis Vuitton Core Values. Pietro Beccari, Chairman and CEO of Louis Vuitton, explains: “Each Core Values chapter celebrates Louis Vuitton’s legacy of travel, of working with exceptional people, and of transmission — both physical and emotional.”
Altitude isn’t the only symbol here. With backpacks by Louis Vuitton, both players wear their legacies on their sleeve. Roger Federer’s Monogram Christopher backpack captures the same enduring elegance he brought to the court, while Nadal’s Monogram Eclipse is a tried-and-test symbol of tenacity and strength.
“It’s a unique opportunity to be working on this campaign with Rafa,” Federer says. “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, while they might be at the end of their tennis careers, the campaign proves that neither Federer nor Nadal have finished inspiring. On his involvement, Nadal adds that “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.”
Seventeen years after launching Core Values with Antoine Arnault, Beccari says he couldn’t be happier. “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.”
