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Tennis Icons Rafael Nadal And Roger FedererOnce fierce rivals and now close friends, take center stage in an extraordinary new. Louis Vuitton The campaign celebrates their enduring bond.
The brand recently shared a stunning image from the “Core Values” campaign. InstagramFeaturing Nadal and Federer on a snowy mountain in Italy’s Dolomites with a stylish backpack, with the caption: “A legendary journey to the top. Louis Vuitton’s core values campaign with tennis legends @rogerfederer and @rafaelnadal Continuing to persevere, transcending sports rivalry and pursuing companionship, while traveling together.
“Along with the majestic peaks of the Dolomites, they embody a common ascent that reflects their mutual respect and friendship.”
The photo sparked a wave of backlash from fans online, with many poking fun at the heavily edited image of the tennis icon.
One commenter joked, “Rafa is freezing,” while another added, “Why does it look like he’s in heaven?”
Some fans also questioned the authenticity of the campaign, describing it as overly edited and reminiscent of AI-generated images.
“No looks like AI is born,” one commenter wrote.
“How badly do you want it to look edited,” someone else joked.
Criticism also extended to the signature style of campaign photographer Annie Leibovitz, known for her bold post-production techniques.
“Annie needs to relax with post-production,” one person noted.
Another added, “Over-processed photography like Annie Leibovitz stuff is really going to go out of fashion with the rise of AI.” “It seems so strangely unreal. We want authenticity from photography, it’s nothing.
Nadal and Federer’s 19-year rivalry began at the 2004 Miami Open, culminating in their unforgettable Wimbledon encounter in 2019. In more than 40 matches, he created a legacy that transcended tennis.
Unveiled in May, Louis Vuitton’s campaign aims to encapsulate “a physical journey, a commitment to excellence, and the delivery of dreams.” It takes Nadal and Federer on a scenic adventure through the Dolomites, where they trade their rackets for stylish Louis Vuitton accessories. Photographed by Leibovitz, the pair are seen standing together on a peak, smiling against a snowy alpine backdrop.
“I think it’s the epitome of everything, right here,” Federer reflected in one. A behind the scenes clip. “We’re sitting here at the top of the mountain. I’m very proud and happy about my career and my playing days, but I’m also very happy that it’s over.
He added, “Obviously Rafa has also reached his peak with his career and the immortality of tennis. I think being out in the elements in a complicated situation is what we have had to endure for over 20 years.” It is definitely very meaningful and special for us to do a photo shoot together.
The shoot also brought moments of silliness. Nadal braved the cold in a T-shirt, while Federer opted for long sleeves.
“I’m not as used to the snow as Roger is,” laughed Nadal. “I can’t hear my ears, but I’m really enjoying shooting and I’m having fun.”
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