Louis Vuitton unveils “The Greatest” Core Values campaign to date, starring boxing legend Muhammad Ali.
Following in the footsteps of Angelina Jolie, three-time world heavyweight boxing champion, Muhammad Ali has been revealed as the latest star of Louis Vuitton’s ‘Core Values’ campaign. Ali, who was crowned ‘Sportsman of the Century’ by Sports Illustrated in 1999, was photographed by Annie Leibovitz at his home in Arizona, watching one of his grandsons who wears a pair of boxing gloves. The tagline reads: “Some stars show you the way. Muhammad Ali and a rising star. Phoenix, Arizona.”
Ali, now 70, defeated every top heavyweight in his era, which is widely regarded as the golden age of heavyweight boxing. He was involved in some of the greatest bouts in boxing history, including the “Fight of the Century” against arch rival Joe Frazier at Madison Square Garden in 1971, and the “Rumble in the Jungle” in Zaire in 1974, when he regained his world title from George Foreman.
'Some stars show you the way': Muhammad Ali in Louis Vuitton's latest Core Values campaign. Photo: Louis Vuitton/ Annie Leibovitz via louisvuittonjourneys.com
His unorthodox boxing style – which he famously described as “float[ing] like a butterfly, sting[ing] like a bee” – brought unprecedented grace and speed to the heavyweight category. Since retiring from the sport in 1981, Ali has remained an active public figure, as both a humanitarian and an outspoken political campaigner, despite being diagnosed with Parkinson’s disease in 1984.
“Muhammad Ali is the epitome of an outstanding personality – a true living legend in boxing and far beyond,” Yves Carcelle, Chairman and CEO of Louis Vuitton, said in a statement. ”We are honored that he agreed to be photographed for the Core Values campaign, and delighted with the way this beautiful portrait of the champion and his grandson captures the idea of transmission, which is of great significance to Louis Vuitton.”
Core Values celebrates Vuitton’s timeless classics in real situations on ‘real’ people – meaning celebrities rather than models – and runs alongside their seasonal ‘fashion’ campaigns.
The most recent campaign images feature Angelina Jolie reclining on a wooden boat in Cambodia – the country she fell in love with, and adopted her son Maddox from, after filming of Lara Croft: Tomb Raider there in 2000. U2 frontman Bono and his wife Ali Hewson in Africa, where the couple have long campaigned for the fight against extreme poverty, and actor Sean Connery photographed on a beach near his home in the Bahamas.
Angelina Jolie's ad for Louis Vuitton officially debuted in the International Herald Tribune on June 2011. Shot in Cambodia by Annie Leibovitz, the ad features a barefoot, makeup-less Jolie perched on a wooden boat and holding her own six-year-old monogrammed Alto bag. The ad is another installment in Louis Vuitton's "Core Values" campaign, which aims to reach a wider audience by focusing less on fashion and more on classic Vuitton ideals such as travel and craftsmanship. –fashionologie.com, photo courtesy of gomoneyways.com
Three Great Journeys, One Historic Game.. 3 Living Football Legends team up for Louis Vuitton’s Core Values Campaign which will launch worldwide in June issues – new visuals feature three legendary soccer players of our time; Diego Maradona, Zinédine Zidane and Pelé. The pictures were taken by Annie Leibovitz in a bar in Madrid, where she captured the atmosphere of fun & friendly rivalry among the three personalities playing on a table football. –gomoneyways.com photo
This 2009 Louis Vuitton fashion house celebrates the greatest journey man as ever known which is conquering the Moon. To commemorate this event, LV launches an ad that convinces the audience that one’s personal journey may be a voyage that is worthy to be celebrated. "Some journeys change mankind forever", the ad features three individuals who had their own personal outer space journey. Buzz Aldrin was the second man to set foot on the Moon when he traveled with Neil Armstrong on July 1969 for the Apollo 11 mission. Jim Lovell was the commander of unfortunate Apollo 13 mission in 1970 and guided his crew in returning back to Earth. Sally Ride became the first American woman to travel in space as a crew member of Space Shuttle Challenger. –fashionewsdaily.blogspot.com + photo
In this Feb 2010 ad campaign featuring Annie Leibovitz, the photographer whose remarkable portraits have greatly contributed to its success, turns her lens upon herself in the company of her long-time friend, the legendary dancer and choreographer Mikhail Baryshnikov. --purseblog.com + photo
Former President of the Soviet Union, and Nobel Peace Prize winner, Mikhail Gorbachev, in the back of a limo passing the remaining part of the Berlin Wall - for the iconic luggage label Louis Vuitto –Photo courtesy of gomoneyways.com
Previous ‘faces’ of the campaign include Vuitton favourite Sofia Coppola and her father Francis Ford Coppola sitting in the Buenos Aires countryside, Rolling Stone Keith Richards in a hotel suite with a Louis Vuitton guitar case; U2 frontman Bono and his wife Ali Hewson in Africa, where the couple have long campaigned for the fight against extreme poverty; actor Sean Connery photographed on a beach near his home in the Bahamas; and former President of the Soviet Union, and Nobel Peace Prize winner, Mikhail Gorbachev, in the back of a limo passing the remaining part of the Berlin Wall. –telegraph.co.uk
In 2008, the original James Bond Sir Sean Connery was photographed by Annie Leibovitz posing on a beach in the Bahamas for Louis Vuitton's Core Values advertising campaign. –brandrepublic.com, ibtimes.co.uk photo
Annie Leibovitz in 2008 shot Keith Richards for the brand’s “core values” campaign. WWD reports: The new spot comes with the tag line, “Some journeys cannot be put into words,” and the rocker’s haunting, hypnotic expression says it all. (Vuitton Communications head Antoine) Arnault recalled that, when Annie Leibovitz displayed the photograph on a computer monitor after the shoot, Richards exclaimed: “It looks like a Rembrandt.” --nymag –Photo courtesy of gomoneyways.com
Ali Hewson and U2 vocalist Bono - founders of Edun - are just two of the modern icons to be photographed by Annie Leibovitz for Louis Vuitton's Core Values advertising campaign, shot in Africa in March 2010. –prweb.com + photo
Sofia and Francis Ford Coppola. The father-daughter directing duo in 2008 posed for Annie Leibovitz in Argentina as part of the brand's mission to underscore its historical roots in luggage and travel. –popsugar.com, photobucket.com photo
French cinema icon Catherine Deneuve –gomoneyways.com photo
Louis Vuitton Core Value campaign with husband and wife tennis greats Andre Agassi and Steffi Graf –Photo courtesy of moneyways.com