The latest personality to star in the Louis Vuitton campaign is one of the most extraordinary athletes in the world. Ali was crowned "Sportsman of the Century"” for the magazine Sports Illustrated en 1999.
For Louis Vuitton, Annie Leibovitz has photographed Mohamed Ali at his home in Arizona while looking at one of his grandchildren who, with a pair of boxing gloves on his hands, stands proud waiting to enter the ring, as if to follow in the footsteps of his illustrious grandfather. The copy points: “Some stars show you the way. Mohamed Ali and a rising star. Phoenix, Arizona”.
Yves Carcelle, President and CEO of Louis Vuitton, comment about it: «Mohamed Ali is the epitome of an extraordinary personality, a true living legend in boxing and beyond. It is an honor for us that he has agreed to be photographed for our institutional advertising campaign and we are delighted with this beautiful portrait of the champion and his grandson, by capture the idea of transmission so well, something of great significance to Louis Vuitton.»
Athlete, artist, outspoken humanitarian and political figure of unwavering integrity, Ali changed the world around him and continues to inspire millions of people today..
About Mohamed Ali: First boxer in history to be three times world champion in the Heavyweight category, Mohamed Ali defeated each of the opponents of his era, universally recognized as the golden age of heavyweight boxing. Ali took part in some of the most memorable fights in boxing history., including the “Fight of the Century”, who faced his rival Joe Frazier at Madison Square Garden in 1971, y el “Rumble in the Jungle” from Zaire to 1974, when he regained his world champion title from George Foreman. Mohamed Ali's unorthodox boxing style – described by himself as “floating like a butterfly, stinging like a bee” – brought unprecedented grace and speed to the heavyweight class.
Mohamed Ali's visual will appear in the international media from 15 de junio de 2012. In addition to the press campaign, An exclusive teaser for the new tablet web version will be released on the day 13 de junio, and two days later on the website www.louisvuitton.com, revisiting some of the most memorable moments and statements from the boxer's incredible career. At the end of July, a participatory video campaign will be carried out in which the rapper Yasiin Bey and the graffiti artist Shoe will interpret some of Mohamed Ali's immortal words in their own style. Both the teaser and the participatory campaign can be seen at louisvuitton.com/journeys/thegreatest.
ABOUT THE LOUIS VUITTON INSTITUTIONAL ADVERTISING CAMPAIGN . El trip is a fundamental and defining value in the heritage of more than 150 louis vuitton years. Its institutional advertising campaign was launched in 2007 as a long-term reaffirmation of Louis Vuitton's legacy as a pioneer in the Art of Travel. Travel is much more than the physical act of moving from one place to another or discovering a new destination.. travel is one experience emocional, a process of self discovery. Everyone has the potential to undertake their own personal journeys. Louis Vuitton has a long tradition of associations with exceptional people. Naturally, The institutional advertising campaign is starred by personalities of great international importance and from different professions and origins. Above their celebrity status, and beyond it, are people widely recognized for leading full and interesting lives, people who have not been afraid to face their own personal journeys.