Every Olympics and Paralympics brings familiar sights: emotional athletes, jubilant crowds, and stands filled with vibrant flags. This year, Louis Vuitton aims to join these iconic moments. The luxury brand's signature Damier checkerboard trunks will carry the Olympic torch across France, and they’ve crafted exquisite medal cases for both the Olympic and Paralympic Games. Representing the brand are seven French athletes, including fencer Enzo Lefort, swimmer Léon Marchand, wheelchair tennis champion Pauline Déroulède, and para-cyclist Marie Patouillet.

In an interview at Louis Vuitton’s Paris headquarters, Chairman and CEO Pietro Beccari shared the brand’s deep connection with the Olympics. "We talk about excellence, quality, and preparedness for every challenge," Beccari explained. "These values are core to our identity. We're proud to support our home Olympics in the most beautiful city in the world."

These aren’t just ordinary trunks. As the designers behind trophy cases for the soccer World Cup and F1 Grand Prix de Monaco, Louis Vuitton ensures that the interiors of these trunks are lined with matte black leather. One trunk safely houses the Olympic torch with circular sockets, while the other, equipped with multiple drawers, is designed to store hundreds of medals.

LVMH, Louis Vuitton’s parent company, invested €150 million ($163 million) in the Olympics sponsorship. Though quantifying the return on this investment is challenging, Beccari emphasized that the campaign is about building values and desirability. "We believe in the power of this campaign," he said. "It’s about more than just numbers; it's about creating an enduring legacy."

Louis Vuitton has a long history with sports, sponsoring events like the America’s Cup and launching campaigns featuring tennis legends Roger Federer and Rafael Nadal. "Victory travels in Louis Vuitton," Beccari recalled, referring to the brand’s slogan when it housed the FIFA World Cup in 2010. This ethos aligns perfectly with the DNA of Louis Vuitton: the pursuit of excellence, the drive to overcome challenges, and the journey to discover more.

A recent campaign with Federer and Nadal captures this spirit beautifully. Sitting on a Louis Vuitton case in the snowy Dolomites, the tennis icons discuss their rivalry, achievements, and heroes. "They embody our philosophy of excellence and the desire to surpass oneself," Beccari noted. "From humble beginnings in different parts of Europe, they’ve achieved greatness. It’s a story of quality, excellence, and relentless ambition."

Despite record profits and outpacing other luxury brands, Louis Vuitton faces the challenge of a global economic environment with rising inflation. However, Beccari remains optimistic. "In times of crisis, we find opportunities," he said. "We’re navigating this curve with speed, so when the road straightens, we’ll be ahead of the rest."

This confident, ambitious approach reflects Louis Vuitton’s enduring legacy and its commitment to excellence, both on and off the field.

Source: CNN