I think it’s kind of cool to see one of the most popular brands in Hip Hop right now, Louis Vuitton promoting a positive African American campaign. Done in a clean and tasteful manner (minus a little bad photoshop) the world-renowned brand has decided to launch a campaign with 70-year old heavyweight champion Muhammad Ali called “Core Values.” While the prices of these products are still out of question for most, it’s definitely alot more than a nice gesture. CEO/Chairman Yves Carcelle gives us a little more insight about the meaning of ‘Core Values’ and why Muhammad Ali was the perfect fit:

“Muhammad Ali is the epitome of an outstanding personality – a true living legend in boxing and far beyond,” Yves Carcelle, Chairman and CEO of Louis Vuitton, said in a statement.

‘We are honoured that he agreed to be photographed for the Core Values campaign, and delighted with the way this beautiful portrait of the champion and his grandson captures the idea of transmission, which is of great significance to Louis Vuitton.”

Core Values celebrates Vuitton’s timeless classics in real situations on ‘real’ people – meaning celebrities rather than models – and runs alongside their seasonal ‘fashion’ campaigns.

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