Muhammad Ali Fronts Louis Vuitton Core Values Campaign

Muhammad Ali Louis Vuitton Core Values campaign

Photo: Facebook

Muhammad Ali and his grandson in Louis Vuitton's Core Values campaign.

It takes a major knockout to replace Angelina Jolie as the face of Louis Vuitton's Core Values campaign, but, hey, they don't call Muhammad Ali "The Greatest" for nothing.

Swapping Jolie's bee-stung lips for Ali's "sting like a bee" swagger, the fashion house has tapped the legendary boxer and his adorable grandson for a new campaign lensed by Annie Leibovitz.

Photographed at his home in Phoenix, Arizona, the 70-year-old former heavyweight can be seen looking on with admiration as his grandson tries on a pair of boxing gloves, a monogrammed Louis Vuitton carryall positioned by his feet.

"Some stars show you the way," the label says. "Muhammad Ali changed the world around him and remains a figure of inspiration to millions."

"Muhammad Ali is the epitome of an outstanding personality—a true living legend in boxing and far beyond," adds Yves Carcelle, chairman and CEO of Louis Vuitton, in a statement.

'We are honored 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 Core Values campaign has also featured the likes of Sean Connery, Bono and his wife Ali Hewson, and Sofia and Francis Ford Coppola. Still, only one can be "The Greatest."