LV chooses Ali for global campaign

Global – As part of the Louis Vuitton's Core Values global campaign, the fashion brand has roped in world heavyweight champion Muhammad Ali to front its campaigns this year.

The campaign will run as a print ad in international titles from 15 June onwards, which features Ali watching his grandson wearing a pair of boxing gloves and standing as if waiting to enter the boxing ring. The ad will run with the tagline "Some stars show you the way. Muhammad Ali and a rising star. Phoenix, Arizona."

The print ad will also see a participative video campaign at the end of the July. The video campaign will feature rapper Yassin Bey and graffiti artist Shoe, who will each interpret some of Ali's words in their own style.

Prior to the print and video campaign, a teaser will be launched in a tablet version of the website and on

The campaign was produced by Ogilvy & Mather and will run alongside seasonal fashion ads.

"Muhammad Ali is the epitome of an outstanding personality - a true living legend in boxing and far beyond," Yves Carcelle, chairman and CEO of Louis Vuitton, said.

The Louis Vuitton Core Values campaign was first launched in 2007, in line with the brand's legacy as the pioneer of the Art of Travel. As such, the campaign features globally-renowned, accomplished celebrities from different professions and background.

Past personalities in the campaign include Soviet statesman Mikhail Gorbatchev, musicians Keith Richards and Bono, film director Francis Ford Coppola, astronaut Buzz Aldrin, Jim Lovell and Sally Ride, dancer Mikhail Baryshnikov, photographer Annie Leibovitz, football players Pele, Maradona and Zinedine Zidane, tennis players Andre Agassi and Steffi Graf, and movie stars Sean Connery, Catherine Deneuve and Angelina Jolie.