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.

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Share Your Thoughts With Us

  • Chris

    Adorable. A very cute picture. The bag is not too shabby either. 

  • Hbajuice

    Love It!
    He looks exactly like his grandfather.

  • bryologue

    There is definitely something wrong/off with Ali’s head on his shoulders. I mean the proportion. Nevertheless, his grandson is Ali in miniature!

    • I agree, obviously a fake picture, looks like Sugar Ray Leonard with an Ali touch.

  • Marie Martell

    Love this.. great man to choose..

  • MT9922

    This is an adorable picture and I just love LV.  And you have a world class photographer in Annie Leibovitz who can is so talented.  

    • MT9922

      should read “who is so talented.”

  • Kevinl

    Greatest male physique purest sports soul hero. Boom boom Ali,” Ali boom bay yeah” they all say.

    Long live Ali

  • I feel proud as a long time repeat Vuitton shopper that the company decided to use someone that is as real as it gets to represent a brand as real as it gets…instead of models!

    • MT9922

      I agree.  You are able to personalize with it more.