Messi and Ronaldo in "Victory is a State of Mind" by Louis Vuitton

Credit : Annie Leibovitz / Louis Vuitton

Louis Vuitton’s campaign “Victory is a State of Mind” was revealed just before the FIFA World Cup 2022 and the campaign suitingly features two of the best players ever to play the game: Lionel Messi and Cristiano Ronaldo. This isn’t the first time that football players have been a part of the luxury maison’s campaigns as icons such as Maradona, Zidane and Pelé have previously been a part of LV campaigns. In “Victory is a State of Mind”, photographed by the world renowned photographer Annie Leibovitz, we can see Messi and Ronaldo face each other, not on the football pitch as normal, but over a game of chess that is played on a Louis Vuitton Damier attaché case. A fun fact is that the chess pieces’ position from Messi and Ronaldo’s game is actually exactly the same from a position in a real game from 2017 between world champion Magnus Carlsen and Hikaru Nakamura. With Messi and Ronaldo featuring the “Victory is a State of Mind” by Louis Vuitton we imagine that the campaign will be a guaranteed success!