Cristiano Ronaldo and Lionel Messi Play Chess in New Louis Vuitton Campaign
“Victory is a State of Mind.”
Louis Vuitton has tapped legendary athletes Cristiano Ronaldo and Lionel Messi for its new campaign, “Victory is a State of Mind.”
Channeling the soccer players’ formidable energy on and off the field, the latest campaign brings the two icons together, inspiring others to level up. Captured by the renowned American photographer Annie Leibovitz, the cinematic visuals are a sequel to the brand’s 2010 campaign featuring Pele, Maradona and Zinedine Zidane.
The stunning imagery is composed of the inimitable duo engaged in a different type of game than they’re used to — chess as a Louis Vuitton Damier attaché case serves as the board. Both men are the picture of refined elegance as they don sleek sweaters and crewneck, adding to the dark academia aesthetic. The campaign celebrates the French luxury house’s artistry and expertise in the arena of travel trunk craftsmanship as the brand has created the elevated storage pieces for both athletes, nodding to the FIFA World Cup. Moreover, a Louis Vuitton case carried the FIFA trophy at the opening ceremony.
Take a look at “Victory is a State of Mind” in the gallery above.
