Since 2010, when it was the trunk manufacturer for the world’s most coveted trophy: the FIFA World Cup Trophy, luxury fashion business Louis Vuitton has been a long term collaborator with the FIFA World Cup. The French house’s enthusiasm for football culminated in its 2010 Core Values campaign, which included all-time greats like as Pele, Maradona, and Zinedine Zidane.

These icons sat with photographer Annie Leibovitz, who used the opportunity to highlight the brand’s monogram canvas bags. Following the 2010 World Cup season in South Africa, which saw Shakira’s song “Waka Waka (This Time for Africa)” achieve international acclaim, the House of Vuitton has launched a new advertising campaign, “Victory is a State of Mind.” The new ad, which features football idols Lionel Messi and Cristiano Ronaldo, was photographed by Leibovitz once again.

Instead of battling on the football field, the everlasting rivals have moved to a game of chess. The duo utilized the brand’s Damier attache bag as their chessboard in the most Louis Vuitton-esque style, and the commercial picture broke the internet ahead of the FIFA World Cup 2022 in Qatar.

These two football stars often top the list of the most followed celebrities on Instagram, with a combined following of almost 870 million followers. Enlisting the assistance of superstars such as Messi and Ronaldo is a no-brainer for luxury companies looking to exploit the vast fan base that the sporting world has throughout the world.

Louis Vuitton created a limited series of football-themed leather products in addition to being the primary trunk builder for the World Cup trophy. Iconic brand goods like as the Keepall and backpack are reinvented in black Taurillon leather, with allusions to the sport such as the leather tag being fashioned like a football league bag and others including five protective bottom studs imitating football cleats.

The FIFA World Cup in Qatar, which will take place from November 20 to December 18, 2022, is predicted to draw 5 billion viewers.