Ahead of the Olympics, Louis Vuitton CEO says sports embody ‘the DNA’ of the brand

Ahead of the Olympics, Louis Vuitton CEO says sports embody ‘the DNA’ of the brand

Louis Vuitton CEO’s Perspective: Sports as the Heart and Soul of the Luxury Brand

In the world of high-end fashion, Louis Vuitton stands out as a leader and trendsetter. The luxury brand’s influence extends far beyond clothing and accessories, reaching into the realm of sports.

Pascal Morand

, Louis Vuitton’s CEO, has long emphasized the importance of this connection, viewing sports as “the heart and soul” of the brand.

“Sports is a fundamental part of our heritage,” Morand said in a Business of Fashion interview. “It’s about performance, it’s about precision, it’s about passion.”

A Rich History of Sports Partnerships

Louis Vuitton’s relationship with sports dates back to the late 1800s when the brand created custom trunks for racing teams and explorers. In more recent times, Louis Vuitton has partnered with numerous sports organizations, most notably the International French Tennis Federation for the French Open. This partnership, which began in 2001 and has been renewed several times, sees Louis Vuitton provide the official luggage for players and officials.

A Strategic Investment

Beyond the tangible benefits of providing luggage for sports/” target=”_blank” rel=”noopener”>sports/” target=”_blank” rel=”noopener”>sports events, Louis Vuitton’s involvement in sports represents a strategic investment. Morand believes that being involved in the world of sports not only enhances the brand’s image but also provides an opportunity to reach new audiences.

The Future: Fashion Meets Sports Technology

Looking ahead, Louis Vuitton is exploring the intersection of fashion and sports technology. In 2020, the brand unveiled its Louis Vuitton Objets Nomades collection, which included a tennis racket bag designed in collaboration with Spanish professional tennis player Rafael Nadal. The racket bag featured state-of-the-art technology, including a compartment designed to protect the racket’s head from impacts and a detachable shoulder strap.

The Olympics: A Significant Milestone

As the world prepares for the Olympic Games in Paris in 2024, Louis Vuitton’s connection to sports is more relevant than ever. Morand has confirmed that the brand will be a major sponsor of the Olympics, further cementing its role as a leading luxury brand with a deep-rooted commitment to sports.


Louis Vuitton’s CEO, Pascal Morand, views sports as the heart and soul of the luxury brand. From its rich history of partnerships to its strategic investments in sports technology, Louis Vuitton’s commitment to sports is a testament to the brand’s enduring appeal and adaptability.

Ahead of the Olympics, Louis Vuitton CEO says sports embody ‘the DNA’ of the brand

Louis Vuitton, a name synonymous with elegance and luxury, has been a leading brand in fashion and travel gear for over 160 years. Founded in Paris by Louis Vuitton himself in 1854, the company revolutionized travel with its innovative trunk designs, and has since expanded to include a wide range of products, from fashion and accessories to watches and fragrances.

The Olympic Games: A Significant Partnership

Louis Vuitton‘s connection to the world of sports goes back several decades. Since 1924, when the brand first became an official sponsor of the Olympic Games, it has continued to support this global event as a partner. The partnership between Louis Vuitton and the Olympics is not just about brand visibility; it reflects the values of excellence, innovation, and tradition that both share.

Continuing the Legacy: A Statement from the CEO

In a recent interview, Bernard Arnault, chairman and CEO of Louis Vuitton Moët Hennessy (LVMH), expressed his enthusiasm for the brand’s long-standing association with sports. “Sport and Louis Vuitton go hand in hand,” he said. “We have been working with the best athletes for many years, and our partnership with the Olympic Games is a testament to that.”

Innovation in Sporting Goods

Louis Vuitton’s involvement in sports goes beyond sponsorship. The brand has also ventured into the world of high-performance sporting goods, creating products that combine functionality and style. In 2018, Louis Vuitton unveiled its Horizon collection, designed in collaboration with Virgil Abloh and professional tennis player Serena Williams. This innovative line of bags and accessories showcases Louis Vuitton’s commitment to pushing the boundaries of design in both fashion and sports.

The Connection Between Sports and Louis Vuitton

Historical collaboration between sports and Louis Vuitton

The connection between the world of sports and Louis Vuitton, a renowned luxury fashion brand, dates back to the late 19th century. The historical collaboration between these two realms has taken various forms.

Sponsorship of athletes, teams, and events

Louis Vuitton’s sponsorship of sports figures, teams, and events began in 1983 when the brand signed a deal with the French tennis star, Yannick Noah. Since then, Louis Vuitton has continued to support numerous athletes and teams across various sports, including soccer, golf, sailing, and basketball. For instance, in 2013, Louis Vuitton became the Official Timekeeper of the FIFA World Cup.

Designing official merchandise for various sports competitions

Louis Vuitton’s involvement in sports extends beyond sponsorship. The brand has also designed official merchandise for various sports competitions, such as the French Open, Wimbledon, and the America’s Cup. These collaborations have allowed Louis Vuitton to combine fashion and sports in unique ways, creating desirable items for fans of both.

Incorporating sporting themes into fashion collections

Louis Vuitton’s fascination with sports has also influenced its fashion collections. Sporting themes have been incorporated into the brand’s designs, resulting in pieces that embody both elegance and athleticism. For instance, Louis Vuitton’s Serie 4 collection featured bags designed to resemble tennis balls, while the Nautilus collection showcased sailing-inspired pieces.

The role of sports in Louis Vuitton’s brand identity

Sports have played a significant role in shaping Louis Vuitton’s brand identity. The brand has embraced the values inherent in sports, such as the pursuit of excellence and innovation, diversity, inclusivity, and passion.

Pursuit of excellence and innovation

The world of sports embodies the pursuit of excellence, a value that Louis Vuitton has long held dear. By collaborating with athletes and teams, as well as incorporating sporting themes into its designs, Louis Vuitton demonstrates its commitment to innovation and pushing the boundaries of fashion.

Embracing diversity, inclusivity, and passion

Sports have the power to unite people from diverse backgrounds and bring them together through shared passions. Louis Vuitton has embraced this aspect of sports by creating designs that cater to various tastes and preferences, ensuring its customer base remains inclusive and engaged.

Adapting to new markets and trends

The influence of sports has also helped Louis Vuitton adapt to new markets and trends. By embracing the world of sports, the brand has been able to reach a wider audience and remain relevant in an ever-changing fashion landscape.

Ahead of the Olympics, Louis Vuitton CEO says sports embody ‘the DNA’ of the brand

I Sports as a Source of Inspiration for Louis Vuitton Fashion

Louis Vuitton, the iconic luxury fashion brand, has long been known for its innovative and influential runway collections. One area of inspiration that has consistently found its way onto the brand’s runways is the world of sports. This trend can be seen in various ways, from the use of sporting materials and techniques to design elements inspired by athletic gear.

Louis Vuitton’s runway collections influenced by sports

Use of sporting materials and techniques: Louis Vuitton’s designers have experimented with a range of tech fabrics, performance textiles, and other sporting materials to create modern and cutting-edge pieces. From waterproof coats made from technical fabrics to shoes crafted from high-performance materials, these innovations not only bring functionality to the fashion but also add a sporty edge.

Design elements inspired by athletic gear: The brand’s designs have been heavily influenced by the aesthetics of sports and athletic gear. Zippers, drawstrings, high-performance cutlines, and other design elements have been incorporated into Louis Vuitton’s collections, lending a sporty feel to the luxurious clothing.

Integration of logos and branding reminiscent of athletic teams or competitions: Louis Vuitton’s designers have also embraced the use of bold logos and branding reminiscent of athletic teams or competitions. From oversized monograms to team insignia, these design elements add a sense of energy and excitement to the brand’s collections.

Collaborations with athletes, designers, and sports brands

Partnerships with high-profile athletes for campaigns and product launches: Louis Vuitton has collaborated with numerous high-profile athletes, both in sports marketing campaigns and in the creation of limited-edition product lines. These partnerships have brought a new level of authenticity and appeal to the brand, resonating with consumers who are passionate about both fashion and sports.

Co-creation of limited-edition collections in collaboration with designers inspired by sports or athletes: Louis Vuitton has also worked with designers who have been inspired by the world of sports to create unique and exclusive collections. These collaborations have resulted in innovative designs that fuse the best of fashion and athleticism.

Collaborations with major sports brands to create exclusive product lines or merchandise for their events: Louis Vuitton has formed partnerships with major sports brands, such as the NBA and F1 Racing, to create exclusive product lines or merchandise for their events. These collaborations not only extend the reach of the brand but also showcase its ability to adapt and evolve, staying ahead of the fashion curve in a constantly changing industry.

Ahead of the Olympics, Louis Vuitton CEO says sports embody ‘the DNA’ of the brand

Louis Vuitton’s Olympic Preparation and Excitement

Official sponsorship of the Olympics

  1. The significance of being a long-term partner to the Olympic Games: As an official sponsor of the Olympics, Louis Vuitton holds a prestigious position in the world of sports and global events. This partnership is more than just a marketing opportunity; it represents a commitment to support the Olympic values of excellence, friendship, and respect.
  2. Preparation for creating official merchandise and activations leading up to and during the Olympics: Louis Vuitton invests significant resources in preparing for the Olympic Games. The brand creates exclusive, limited-edition merchandise to celebrate the spirit of the Olympics, as well as innovative activations that engage fans and spectators alike.

Celebrating the spirit of the Olympics with the global community

Special events, collaborations, and product launches to engage fans and spectators: Louis Vuitton hosts various events leading up to the Olympics, inviting celebrities, athletes, and influencers to showcase its Olympic-themed collections. The brand collaborates with renowned designers and artists, creating unique pieces that embody the spirit of the Olympics.

  1. Encouraging dialogue around the power of sports, unity, and personal achievement: Beyond commercial activities, Louis Vuitton’s Olympic-themed initiatives also focus on the transformative power of sports and personal achievement. The brand encourages dialogue around these themes, creating a platform for people to share their stories and connect with others from different backgrounds and cultures.

Ahead of the Olympics, Louis Vuitton CEO says sports embody ‘the DNA’ of the brand


Recap of Louis Vuitton’s Strong Bond with Sports

Louis Vuitton’s connection to the world of sports is a vital aspect of its prestigious brand identity. From sponsoring Formula One races to collaborating with professional football clubs and fashioning bags for tennis champions, Louis Vuitton has consistently pushed the boundaries of luxury and sport. The brand’s commitment to this realm is a testament to its ability to adapt, innovate, and remain at the forefront of trends.

Embracing the Upcoming Olympics and the Opportunities it Presents for Continued Collaboration and Innovation in Fashion and Beyond

As we approach the Olympic Games, Louis Vuitton is poised to once again make its mark in the realm of sports. The esteemed fashion house has been chosen as the official sponsor for the Paris 2024 Olympics, an honor that underscores its dedication to this domain. This collaboration offers ample opportunities for continued innovation in fashion and beyond. With Louis Vuitton’s expertise and the global stage that the Olympics provides, the possibilities are endless – from designing uniforms for athletes and creating bespoke luggage collections to launching limited-edition products inspired by the games. The fusion of sports and luxury promises to be a winning combination that will captivate audiences worldwide, solidifying Louis Vuitton’s position as a pioneering force in the world of fashion and sports.