For its new Core Values campaign, luxury company Louis Vuitton has cast heavyweight boxing champion Muhammad Ali.
In a shoot signed by American photographer and Vuitton veteran Annie Leibovitz, the campaign shows the 70-year-old with one of his grandsons at his home in Arizona.
With a Louis Vuitton travel bag beside him, Ali's gaze is directed toward his grandson who is wearing a pair of boxing gloves and has the look of a fighter heading into the ring.
The campaign features the text 'Some stars show you the way.'
According to the Wall Street Journal, the choice of Muhammad Ali goes back to a list of personal heroes drawn up by the brand's top executives, including Yves Carcelle, the luxury company's CEO himself. Angelina Jolie, Bono and Mikhail Gorbachev, among others, have also appeared in Louis Vuitton's Core Values campaign in past years.
The latest images will be seen in international press titles as of June 15.
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