Muhammad Ali for Louis Vuitton Core Values campaign

Muhammad Ali is the latest icon to join a growing list of celebrities to star in Louis Vuitton's 'Core Values' campaign. Taking over the reins from Angelina Jolie, the three-time world heavyweight boxing champ was photographed by Annie Leibovitz at his home in Arizona. The campaign also includes one of Ali's too-cute-for-words grandsons who stands legs apart wearing a pair of his grandpa's boxing gloves.

In a year that celebrates athletes and sports, it seems appropriate that the fashion house would invite Ali to appear in their next 'Core Vales' campaign. The ad tagline reads: 'Some stars show you the way. Muhammad Ali and a rising star. Phoenix, Arizona.'

"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," Yves Carcelle, Chairman and CEO of Louis Vuitton, said in a statement.

'Core Values' aims to marry the fashion house's classic handbag pieces with icons of the fashion, entertainment and sporting worlds. Previous faces have included Bono and his wife Ali Hewson, astronauts Buzz Aldrin, Jim Lovell and Sally Ride, Sean Connery and the Coppolas.