On the choice of the great sportsman, Louis Vuitton CEO Yves Carcelle states that "Muhammad Ali is the epitome of an outstanding personality – a true living legend in boxing and far beyond. We are honoured that he agreed to be photographed for the Core Values campaign, and delighted with the way this beautiful portrait of the champion and his grandson captures the idea of transmission, which is of great significance to Louis Vuitton."
Notable stars who have headlined the same campaign in the past includee Angelina Jolie, Rolling Stones guitarist Keith Richards and U2 frontman Bono.
The campaign will appear in the international press from June 15.
Source: British Vogue
