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When Legends Rise

Three thousand feet above sea level in the Italian Dolomites, two tennis legends stand together. But Roger Federer and Rafael Nadal, who once battled in some of most epic tennis matches, aren’t rivals here. In Louis Vuitton’s new Core Values campaign, they’re companions on a shared journey.

Annie Leibovitz’s lens finds them at the summit, gazing across the mountains stretching below. It’s a moment that mirrors their careers — Federer’s graceful path to twenty Grand Slams meeting Nadal’s powerful journey to twenty-two titles, including his fourteen triumphs at French Open.

“Strange how things work out,” Federer reflects, smiling. “We were such fierce rivals, and now here we are, working together. Standing on top of these mountains, it just feels right. It means something special.” They carry Louis Vuitton bags that seem to match their spirits — Federer with the classic Monogram Christopher, Nadal with the bold Monogram Eclipse.

“Sharing this moment with Roger means everything,” Nadal says. “My greatest rival became my closest friend. You win trophies, sure. But what matters is who you become along the way.”

It’s their second collaboration with Louis Vuitton, and chairman Pietro Beccari sees the perfect fit: “Working with Roger and Rafa has been incredible. They embody what discipline and excellence truly mean.” The campaign tells a larger story, however — about rivals becoming friends, about climbing to the top with grace, and about the power of respect.

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