Who saw Louis Vuitton’s full back page advert, shot by Annie Leibovitz, of Roger Federer and Rafael Nadal climbing the Dolomites in the snow? These two tennis legends are the stars of Vuitton’s latest ‘Core Values’ campaign, which it launched to the world in May, exclusively in the FT and New York Times magazines, HTSI and T-magazine, as well as on LVMH’s own social channels, timed just two months before start of the Paris Olympics.
This was followed up by a poignant film of the two of them sitting on top of a mountain, in the snow on a Louis Vuitton trunk, in conversation. I felt as though I was there on the mountain with them, listening to their unique and remarkable conversation. But there is more to it. The 3,000-metre summit – Pietro Beccari, chairman and chief executive officer of Louis Vuitton, explained – serves as a visual metaphor for their careers: fiercely competitive rivals on a shared ascent. Federer has 20 Grand Slam titles and Nadal, known as ‘The King of Clay’, holds 14 French Open wins, which is the most in the world, amongst his 22 Grand Slam victories.
The metaphor continues as the two of them also symbolise warmth, friendship and respect for each other but also, optimism, positive energy, excellence, precision and a relentless quest to surpass not only their own limits but the world’s limits too – breaking records, going for gold, and wanting to keep that sought after title, G.O.A.T.
IOC/Greg Martin
Two months later, and 1.5 billion people in the world watched the opening ceremony of the Olympics Friday before last. It was like nothing any of us had ever seen before. Traditionally, the opening ceremony takes place in a stadium, but, this year, the Olympics broke with tradition and it took place on the banks of the Seine River and in the river itself, in the pouring rain with the lit-up Eiffel Tower in the background. More remarkably, there was a visible air of luxury to the ceremony, the landmarks of Paris in the background with many references to the grand and rich history of France. LVMH sponsored the Olympics to the tune of €150m, where many of the acts were dressed head to toe in one of the LVMH brands. The most iconic of them, Lady Gaga and Celine Dion, both wore Dior. The French team floated down the Seine in Berluti suits, with Dior silk lapels.
“LVMH sponsored the Olympics to the tune of €150m, where many of the acts were dressed head to toe in one of the LVMH brands. The most iconic of them, Lady Gaga and Celine Dion, both wore Dior.”
Just over a week has passed and many medal ceremonies have taken place. Again, it is visibly noticeable that luxury abounds with the medal trays, designed by Louis Vuitton, in the brand’s iconic Damier leather, and the shiny medals designed by the LVMH Paris jeweller, Chaumet, with the theme: The Art of Creating Dreams.
Having previously cut out that Rafa and Roger ad and pinning it to my notice board, over the course of the Olympic games I have found myself asking what it all has to do with LVMH, the industry’s largest luxury fashion and luxury group?
In elite sports like tennis, it is true that there has long been a close relationship between luxury brands like Rolex and athletes, through sponsorship and advertising. But it is generally everyday accessible brands that have traditionally been associated with sport. In the past few years, social media has helped to drive sports, pop culture and fashion closer together. It’s a known fact that luxury fashion brands have jumped on the bandwagon. We only need to look at a pair of Balenciaga sneakers, which are a real status symbol, priced at between £800 to over £1,000 a pair.
“In elite sports like tennis, it is true that there has long been a close relationship between luxury brands like Rolex and athletes, through sponsorship and advertising. But it is generally everyday accessible brands that have traditionally been associated with sport.”
Today, athletes are the new powerful faces and brand ambassadors taking over from movie stars. Louis Vuitton signed the French swimmer Leon Marchand as an example. According to Daniel-Yaw Miller, who is the sports correspondent for The Business of Fashion, (whoever thought that a magazine about fashion would have a sports editor?), said that people have grown tired of typical influencers and celebrities. He went on to say that brands and fashion marketers find athletes better value for money, because, they tend to have a more natural connection to their fans than lifestyle or fashion influencers.
But I find myself wondering if there is something different about the Olympics. Many athletes competing do their sport and have a day job; there is not much money in some of the categories and many of them have to work really hard to find sponsorship.
In addition, as we know, no one gets paid to participate in the Olympics and the athletes represent their countries – from all over the world – almost as much as they are there to represent themselves.
Clearly the star of the 2024 Olympics has been Simone Biles, who for many years was sponsored by Nike. In 2021, she broke from them and went to the Gap subsidiary, Athleta. It will be fascinating to see what happens to her career post the Olympics, but currently, compared to the sportsmen who dominate in sponsorship, her value is way lower.
It makes sense for Rafa and Roger to be seen in the Louis Vuitton advert. Federer is worth $550M and Nadal $220M. But how do you marry the glitz and glamor of LVMH with the gruelling work and slog of sportsmen and women in the Olympics?
The Olympic movement was based on universality and solidarity and the slogan for the 2024 Olympics is ‘Games Wide Open’. Perhaps I’m wrong, but for me – as much as I love the business’s brands and product – LVMH’s influence over the games doesn’t quite sit comfortably with that mission. Take LVMH’s Creative Director, Pharrell Williams for example; his vision, his talent and his achievements all mean he has earned his place on almost any world stage, but was it really right that he took up the role as the final bearer of the Olympic torch at the opening ceremony? I’d love to know what you think.