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Luxury fashion house, Louis Vuitton, has tapped Muhummad Ali to front its new ad campaign. The 70-year old boxing legend appears in the latest leg of the brand’s “Core Values” campaign. The concept, which first debuted in 2007 and centers around famous personailities and their personal journeys, has included a range of athletes, musicians and celebrities in its previous installments. It was first introduced to showcase the brand’s travel roots, with a unique interpretation of the concept of travel. Ali follows in the footsteps of sports figures including soccer stars Pelé of Brazil, Diego Maradona of Argentina and France’s Zinedine Zidane, and tennis’ Andre Agassi and Steffi Graf, all of whom have appeared in previous ads.

Shot by famed photographer, Annie Leibovitz, Ali’s shoot took place in his Phoenix backyard. A $1,525 Louis Vuitton “Keepall 50” bag is pictured by the champ’s feet, as the brand is known for their monogrammed accessories. Also appearing in the ad is Ali’s 3-year old grandson and son of Laila Ali, Curtis Muhammad Conway Jr. The boxing great had personally requested Curtis’ presence in the ad.

The print ads will hit magazines in over 60 countries, beginning on June 14th. Here’s a preview:

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