Louis Vuitton has tapped boxing legend Muhammad Ali to star in the label’s Core Values campaign, which previously starred Keith Richards and U2 singer Bono, among others. The campaign image has been released by Louis Vuitton and features the boxing legend sitting poolside with his boxing glove-wearing grandson by his side. Photographed by Annie Leibovitz, the two were shot in Ali’s Arizona home.
Speaking about why the label chose Ali for the campaign, CEO and chairman Yves Carcelle said, “Muhammad Ali is the epitome of an outstanding personality—a true living legend in boxing and far beyond.” The tagline, “Some stars show you the way. Muhammad Ali and a rising star,” pivots itself around the idea of passing on something, where in this case, it is perhaps the transfer of Ali’s historic boxing skill and talent to his grandson. “We are honoured 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,” Carcelle said to British Vogue.
Core Values celebrates the label’s classic leather goods set against various realities. The most recent campaign image for instance, showed Angelina Jolie sitting on a boat in Cambodia—the country where she adopted her eldest son, Maddox. The campaign has been consistent in depicting real situations, shooting celebrities in locations and settings that are closely relevant to their endeavors outside the spotlight.