Following the likes of Angelina Jolie, Buzz Aldrin and Bono, three-time World Heavyweight Champion Muhammad Ali is the newest face of the Louis Vuitton Core Values campaign, alongside one of his grandsons. When announced at the end of last week, Vuitton CEO Yves Carcelle said, “”Muhammad Ali is the epitome of an outstanding personality – a true living legend in boxing and far beyond.” The photos were shot by Annie Leibovitz at the boxer’s Phoenix home.
Vuitton’s Core Values campaign is intended to show the brand’s classic products used in “real” life and by “real” people, instead of the seasonal bags that are featured alongside models in the company’s traditional ad campaigns. In this case, four-year-old C.J., son of Laila Ali (a champion in her own right), stands tall near his proud grandfather, who has a Louis Vuitton Monogram Canvas Keepall serving as a luxury gym bag at his feet. The ads appear to be just the first element in Ali’s involvement with Louis Vuitton – check out a teaser video with him and Yasiin Bey (who you might know better as Mos Def) after the jump.