Louis Vuitton Adds Osaka To Sports Portfolio To Launch #LVSS21 Women’s Collection

A new campaign from Louis Vuitton, which was shot by super star photographer Annie Leibovitz in partnership with fashion magazine titan Vogue, introduces consumers to the luxury brand’s latest athlete ambassador Naomi Osaka.


The PR and online campaign is led by a series of social images featuring the three-time Grand Slam winner and world number three who fronts Nicolas Ghesquiere’s Women’s Spring-Summer 2021 #LVSS21 campaign.


The campaign, which launched on 12 January, spanned Facebook, Instagram, Twitter and a PR teaser work on both brand and player owned channels.






“Aside from tennis, my most treasured passion is fashion; and there is no brand more iconic than Louis Vuitton,” said Osaka. ““It is such an honor to work with Nicolas – he’s a designer I admire so much and we share a mutual love of Japanese culture and style.”


“Naomi is an exceptional woman who represents her generation and is also a role model for everyone. Her career and convictions are inspiring and she is multi-faceted, independent and modern,” commented Luis Vuitton designer Nicolas Ghesquiere.





This isn’t the first time the fashion house has linked itself with the sports space. Indeed, the new endorser tie-up with Osaka further expands the LVMH brand’s sports portfolio following its three-year deal with the NBA signed in January 2020 (it’s first, and thus far only, partnership with a US sports league). Last year saw Louis Vuitton activate its rights as the official travel case provider for the Larry O’Brien trophy (won by the Los Angeles Lakers) and launch a ‘LV x NBA Collection’ on 12 October.



Other LVMH sports initiatives include its FIFA World Cup partnership and its Rugby World Cup sponsorship.


The reported seven-figure ambassador deal continues Osaka’s rise to the very top of the female athlete endorser pyramid. In 2020, according to Forbes, Osaka dethroned Serena Williams as the world’s highest-paid female athlete with an estimated US$34m endorsement earnings from partnerships with the likes of Beats, Bodyarmor, Nike, Mastercard and Nissan (among others).




Louis Vuitton




Leave a comment


Featured Showcases

Leave a comment