Float like a butterfly, sting like a… handbag? Heavyweight boxing champion, Muhammad Ali, has joined Angelina Jolie, Francis Ford Coppola as the new face of Louis Vuitton’s Core Values campaign. The three-time world champion was joined by C J, the four-year-old son of his daughter Laila Ali in the campaign.
The campaign image has been taken by renowned American photographer Annie Leibovitz at Ali’s home in the US. The tagline for the campaign reads: “Some stars show you the way. Muhammad Ali and a rising star. Phoenix, Arizona.”
A statement by Yves Carcelle, Chairman and CEO of Louis Vuitton mentions that “Muhammad Ali is the epitome of an outstanding personality – a true living legend in boxing and far beyond. 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.”
Nicknamed “The Greatest,” Ali was involved in several historic boxing matches during his career. Notable among these were three with rival Joe Frazier, which are considered among the greatest in boxing history, and one with George Foreman, where he finally regained his stripped titles seven years later. Ali was well known for his unorthodox fighting style and unique techniques.
The Telegraph reports that “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.