Louis Vuitton launches campaign with Lionel Messi and Cristiano Ronaldo

By

Jennifer Braun

Published
Nov 23, 2022

French luxury house Louis Vuitton has launched a brand campaign, starring football stars Lionel Messi and Cristiano Ronaldo. 

Dubbed 'Victory Is a State of Mind' and photographed by Annie Leibovitz, the campaign officially made its debut over the weekend, ahead of the opening day of the FIFA World Cup 2022 in Qatar. 

In the campaign, the football stars are seen squaring off, but instead of it being in the field, it’s over a game of chess. In particular, Messi and Ronaldo play chess on the checkerboard canvas of a Louis Vuitton Damier attaché case. 

The campaign is a follow-up to the brand's 2010 campaign featuring Pele, Maradona and Zinedine Zidane, and is in line with Louis Vuitton’s partnership with FIFA, soccer’s international governing body, which it has held since 2010. 

As part of the partnership, the luxury brand has designed the travel case for the World Cup trophy, and has equally launched a capsule collection of soccer-themed leather goods. 

Heading into the World Cup, Messi will attempt to lead Argentina to victory, while Ronaldo is hoping to help lead Portugal to its very first World Cup win. 

On Tuesday, Messi gave Argentina the lead in the 10th minute, but ultimately slumped to a surprising 2-1 loss against Saudi Arabia.