Tennis idols Rafael Nadal and Roger Federer, who were once bitter rivals and now became close friends, are the stars of a new and extravagant Louis Vuitton campaign that aims to celebrate their bond.
Recently, from the brand’s Instagram profile, they shared an image of the campaign called Core Valueswhich shows Nadal and Federer sitting in the Italian Dolomites with stylish backpacks, along with the following caption:
“A mythical journey to the top. The campaign Core Values by Louis Vuitton is an ode to perseverance, this time with tennis legends @rogerfederer and @rafaelnadal traveling together, transcending sporting rivalry and celebrating camaraderie. Side by side, among the majestic peaks of the Dolomites, they star in a shared ascent that reflects their mutual respect and friendship.”
The post sparked a flurry of reactions from fans, with many mocking that the photo appeared to be heavily edited.
“Rafa is freezing,” one user joked, while another added: “Why does it look like they are in the skies?”
Some even questioned the authenticity of the image, arguing that it was overly edited and appeared to have been generated by AI.
“It looks AI-generated,” one person wrote.
“Do you like this so much that it looks edited?” another joked.
Criticism also fell on the signature style of the campaign’s photographer, Annie Leibovitz, known for her daring editing techniques.
“Annie needs to calm down with the editing,” one user noted in this regard.
“Photographs as edited as Annie Leibovitz’s are going to go out of style with the rise of AI,” commented another. And he added: “This is absurdly unreal. “We want it to look authentic, not like that, whatever it is.”
The rivalry between Nadal and Federer began during the 2004 Miami Open and culminated in their unforgettable showdown at Wimbledon in 2019. Through the 40 matches they played, they built a legacy that transcends the world of tennis.
Presented in May, the Louis Vuitton campaign aims to symbolize “a journey that transcends the material, a commitment to excellence and an inspiration of dreams.” It shows us Nadal and Federer during an adventure through the Dolomites, where they exchange their rackets for elegant accessories from the brand. Photographed by Leibovitz, they appear smiling in the middle of a snowy alpine landscape, sitting together on the top of a mountain.
“I think it represents everything,” Federer reflected on the photo shoot in a video. He explained: “We are sitting here on the top of the mountain. “I am very proud and happy of my career and my playing days, but I am also very happy that it is over.”
Furthermore, he added: “Obviously, Rafa has also reached the peak of his career and became a legend. I think being out in the open in a tough situation is something we’ve had to endure for over 20 years. Doing the photo shoot together, for us, is something very meaningful and special, definitely.”
They then joked about the weather. “I’m not used to snow like Roger,” Nadal laughed. And he continued: “I can’t feel my ears, but I’m really enjoying it and I’m having fun.”
During the session, Nadal braved the cold and posed in short sleeves, while Federer opted for a long-sleeved shirt.
Translation of Maria Luz Avila
