Tag Archives: Core Values campaign

Core Values


Muhammad Ali has been named the new face of Louis Vuitton’s “Core Values” campaign.

The campaign focuses on accomplished individuals and great humanitarians who have made positive differences in the lives of others. Core Values embraces timeless classics in real situations with real people.

The 70-year old, legendary boxer was photographed by legendary photographer Annie Leibowitz. Ali stares with amazement at his grandson who is wearing over-sized boxing gloves, while a large Louis Vuitton duffle bag rests humbly by his side. A tag line reads: “Some stars show you the way. Muhammad Ali and a rising star. Phoenix, Arizona.”

“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 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.”

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