Prior to the Olympics, Louis Vuitton's CEO believes sports embodies the core of the company.
A luxurious house with its trademark Damier checkerboard trunks will serve as a home for the Olympic torch as it makes its way across France. Creating medal cases for both the Olympic and Paralympic Games, Vuitton has also enlisted the help of seven French athletes, including fencer Enzo Lefort, swimmer Léon Marchand, wheelchair tennis player Pauline Déroulède, and para-cyclist Marie Patouillet, as ambassadors for the brand.
The Olympics and the incredible journeys athletes undertake to reach them closely relate to the main values of this French luxury fashion house. Pietro Beccari, the head of Vuitton, shared this thought with CNN in an interview at the company's Paris headquarters.
"We focus on excellence, quality, and mastering every challenge, and these ideals are what's dear to our hearts," Beccari stated, proudly adding, "We're delighted to demonstrate our French identity and lend our support to the home Olympics in the most beautiful city in the world."
As expected from a brand that designs trophy trunks for events like the soccer World Cup and the F1 Grand Prix de Monaco, these trunks are no ordinary luggage. Both trunks feature interiors lined with matte black leather; one with circular "sockets" in its base and lid to safely house and transport the Olympic torch, while the other has enough drawers to store a multitude of medals.
Throughout its history, LVMH - the luxury conglomerate that owns Louis Vuitton - has invested €150 million ($163 million) in its Olympic sponsorship deal, according to Vogue, but accurately calculating the returns on this investment is "impossible," Beccari admitted.
"We believe this campaign builds values and desire. The exact measurement of it? That's tough. We tried, but no luck," he said.
Boasting a long history of association with sports, Vuitton has also sponsored nautical events like the Americas Cup as well as a recent campaign spotlighting the friendship between tennis icons Roger Federer and Rafael Nadal.
"We're intimately tied to sport," Beccari remarked, reflecting on the slogan "Victory travels in Louis Vuitton," used by the brand in 2010 when it housed the FIFA World Cup in one of its trunks. "This reflects the Vuitton spirit – excellence, craftsmanship, overcoming barriers, and reaching your destination while always wanting more."
This theme drove a recent campaign with Federer and Nadal posing on a snowy mountain in the Dolomites, discussing their rivaly, greatest achievements, and idols. They're "two beautiful young individuals who rose from their humble beginnings in different parts of Europe," Beccari said, "and they became who they became, encapsulating the driver of striving for excellence, quality, and ambition over time."
Despite recording record profits last year and outperforming other luxury brands, LVMH faces obstacles in the current economic climate with inflation on the rise, leaving consumers with fewer funds to spend. However, Beccari did not see this as a major concern.
"Regarding crises, you always have to spot the opportunities, which is what we do. And there's a trajectory; once the road is smooth again, we'll have the necessary speed to be ahead of the pack."
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The luxury fashion house Louis Vuitton showcases its dedication to style and quality by designing luxurious trunks for notable sports events, such as the Olympic torch's journey and the storage of Olympic medals.
The Louis Vuitton trunks, embodying elegance and luxury, are a perfect fit for athletes who value style and performance, making them an ideal companion for their extraordinary journeys.
