Team USA swimmer Michael Phelps, the most decorated Olympian of all time. fronts Louis Vuitton's new Core Values campaign
|Michael Phelps in the new Louis Vuitton Core Values campaign photographed by Annie Leibovtiz|
The Olympic gold medalist, who has made sporting history with a total of 22 medals to his name, has been signed up by French luxury label Louis Vuitton. Phelps was shot by Annie Leibovtiz in a tub - complete with swimming trunks and goggles - with a bath towel and Louis Vuitton tote strew by his side.
|Phelps is depicted chatting to Larissa Latynina, the former Soviet gymnast who, until July 31 was the most decorated Olympian with 18 medals - until Phelps proverbially lapped her.|
Phelps follows in the footsteps of fellow celebrities Sean Connery, Muhammad Ali, Angelina Jolie and singer Bono in modeling for the brand's Core Values campaign. Launched in 2007, the initiative puts the spotlight on exceptional people "of truly global stature ranging in professions and backgrounds" who "beyond their celebrity status, are individuals who are widely recognized to have lived full and interesting lives."