Muhammad Ali is the new face of Louis Vuitton's latest Core Values campaign.

The boxing legend appears alongside his grandson at his Arizona home in the campaign, which was shot by Annie Leibovitz and will appear in the international press from Friday (15.06.12)

Louis Vuitton ceo and chairman Yves Carcelle said: ''Muhammad Ali is the epitome of an outstanding personality - a true living legend in boxing and far beyond. 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.''

The campaign's tagline reads: ''Some stars show you the way. Muhammad Ali and a rising star. Phoenix, Arizona.''

The three-time world heavyweight boxing champion follows in the footsteps of Angelina Jolie, Rolling Stones guitarist Keith Richards and U2 frontman Bono who have all modelled for the label's Core Values travel line.