Muhammad Ali is known as an athlete, artist, humanitarian, political figure and now he is the newest personality to star in an advertising campaign for Louis Vuitton.
The vision of Muhammad Ali will appear in international media beginning on June 15, 2012. Visitors to the Louis Vuitton website will also be able to revisit some of the most memorable moments and statements from the boxer.
For Louis Vuitton, Annie Leibovitz has photographed Muhammad Ali in his home in Arizona while he looks at one his grandchildren who, with a pair of boxing gloves in hand, remains proudly waiting to enter the ring, as if to follow the footsteps of his illustrious grandfather.
“Muhammad Ali is the epitome of an extraordinary personality, a true living legend in boxing and beyond,” Yves Carcelle, President and CEO of Louis Vuitton, said. “It is an honor for us that he has agreed to be photographed for our institutional advertising campaign and we are delighted to take these beautiful portraits of the champion and his grandson and to capture the idea of transmission, something of great significance for Louis Vuitton.”
In the past, Muhammad Ali described his unorthodox boxing style as “floating like a butterfly, stinging like a bee,” and provided an unprecedented grace and greater speed to heavyweight category.
Known as the first boxer in history to be a three time world champion in the heavyweight category, Muhammad Ali took part in some of the most memorable fights in boxing history including the “Fight of the Century,” which faced him against his rival Joe Frazier at Madison Square Garden in New York City, New York in 1971. He also regained his title as world champion against George Foreman in the famous “Rumble in the Jungle” at Kinshasa, Zaire in 1974.
The boxer was also crowned as “Sportsman of the Century” by Sports Illustrated in 1999.
Everyone has the potential to carry out their own personal journeys. Louis Vuitton has a long tradition of partnerships with exceptional people and naturally, the institutional advertising campaign star major personalities from different professions and backgrounds. Above their celebrity status, and beyond that, people who have led a full and interesting life are widely recognized for showing no fear when facing their own personal journeys.
In addition to the press campaign, Louis Vuitton will launch an exclusive teaser for the new version of their website for a tablet interface on June 13.
In late July, Louis Vuitton will release a participatory video campaign in which rapper Yasiin Bey and graffiti artist Shoe will interpret some of the immortal words of Muhammad Ali. Both the participatory campaign can be seen on louisvuitton.com/journeys/thegreatest.
Founded in Paris in 1854, Louis Vuitton symbolizes the art of travel. Through its iconic trunks, suitcases and travel bags, travelers have accompanied the world with elegance and audacity.
More information: www.louisvuitton.com
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