Louis Vuitton had legendary American photographer Annie Leibovitz shoot its latest brand campaign starring the two biggest sports icons of their generation, Lionel Messi and Cristiano Ronaldo.
The new Louis Vuitton campaign, named “Victory is a State of Mind,” is a spiritual follow up to the Maison’s famous 2010 campaign which featured all-time football great Pele, Diego Maradona, and Zinedine Zidane enjoying a game of foosball together, the latest campaign follows a similar tone with Argentina’s all-time top goal-scorer Messi and Portugal’s all-time top goal-scorer Ronaldo focused on an intense chess match.The two great rivals face-off over an improvised chessboard using a Louis Vuitton Damier attaché case.
When Messi posted the campaign image on his Instagram page the post received 28.1 million likes, and Ronaldo’s post recorded 36.2 million likes making it the second most liked post on Instagram ever. What’s more, right after posting the Louis Vuitton campaign image Ronaldo broke another record, this time off the football pitch by becoming the first person in the world to gain more than 500 Instagram followers.
