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He is the greatest to ever enter the ring, and Louis Vuitton has recognized his brilliance. Muhammad Ali is the new spokesperson for the luxury handbag designer. Shot by Annie Liebovitz,  the ads capture the beloved American hero in a candid moment with his pint-size grandson, Curtis Muhammad Conway Jr., ready to follow in his massive footsteps. Curtis, also known as “C.J.,” is the son of Laila Ali, and his grandfather personally requested that the three-year old appear in the ad with him.

Muhammad Ali joins a long line of notable heavy hitters who have appeared on behalf of the brand, including Mikhail Gorbachev, rock legend Keith Richards, and most recently, Angelina Jolie.

The new Louis Vuitton ad campaign will debut in print glossies starting June 14th. We’ll be sure to pick up a copy of this keepsake.

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