The campaign, titled “Victory Is a State of Mind“, is centred around a photograph Messi and Ronaldo intensely engrossed in a game of chess, which is taking place on a Louis Vuitton Damier attaché case. The photograph was released on November 19, one day before the FIFA World Cup 2022. The images are shot by prominent photographer Annie Leibovitz.
This isn’t the first time Louis Vuitton has dropped a campaign with some of the best footballers in the business. The French brand previously released a similar campaign which had the likes of Diego Maradona, Pelé and Zinedine Zidane together, playing football in a Parisian café. That campaign was released in 2010, ahead of the 2010 FIFA World Cup in South Africa, and was also shot by Leibovitz.
FIFA and Louis Vuitton have been partners since 2010, with the latter having the responsibility of designing the travel case for the World Cup trophy.
Messi and Ronaldo, two of the finest ever to have played the game, will in all likelihood be taking part in their final World Cup in Qatar.