For close to 20 years, these two larger-than-life personalities squared off repeatedly on opposite sides of a tennis court. Their relationship began from a place of healthy respect with a spritz of animosity, before transforming into an enduring friendship forged through years in the cauldron of competitive rivalry.
I remember their 2008 Wimbledon singles final fondly. Crazy winners, lung-busting cross-court sprints, jaw-dropping rallies. There was all that and more in the match. After nearly five hours of action, Nadal emerged triumphant, collapsing to the ground with arms outstretched after Federer smacked his final forehand into the net. Many regard this duel as one of the greatest tennis matches ever played. When Federer retired in 2022, their rivalry became historical lore.
Two years later, the Swiss and Spaniard reunited. However, instead of the white painted lines of a tennis court, their backdrop was the snowy mountains of the Dolomites in northeastern Italy. As part of its latest Core Values campaign, Louis Vuitton chose the tennis legends to embody the house’s determination and pioneering spirit.
“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 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 are inspirational athletes, fierce friends, and testaments to the discipline and excellence of their personal sporting journeys,” says Pietro Beccari, chair and CEO of Louis Vuitton.
To capture the two athletes on top of the mountain for the latest campaign, the French house collaborated with renowned photographer Annie Leibovitz. In the main photo, each carries a Christopher MM monogrammed leather backpack and hiking accessories.
As Federer remarks, the opportunity to work with Nadal was unique. For a long time, they were fierce rivals and always on different teams. “Then, at the end of our careers, [we are] beside each other doing this… it has been very cool,” says Federer. Nadal shares similar sentiments. “For me personally, being part of [this campaign] is something I am very proud of, especially with Roger. He has been my biggest rival and now a close friend.”
Both came from different backgrounds; Federer was born in Basel while Nadal was raised in Mallorca. Yet, somehow, through the sheer magnitude of their willpower and the universe conspiring to give the world two legendary stories, they now stand at the top of the world together.
Watching them has been delightful.
