Louis Vuitton’s Voyage with the America’s Cup
On October 24, Louis Vuitton announced that they will be the Title Partner for the 37th America’s Cup. The French luxury fashion house will back the incredibly prestigious yacht race. Scheduled for Aug-Oct 2024 in Barcelona, the America’s Cup is the oldest international competition still operating in any sport, with modern teams spending over $100 million each. It is one team, the Challenger, pitted against another, the Defender. Louis Vuitton shares a lengthy history with this competition. The paths of these two brands converged in 1983, when multiple teams wanted to be the Challenger. Louis Vuitton held a specific trophy for the competition between these teams, with the winner earning entry into the America’s Cup against the Defender. This qualifier is now called the Louis Vuitton Cup.
The upcoming Louis Vuitton Cup will see incredible teams compete for their spot, including Ineos Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic and Orient Express Racing. These hopefuls will fight to face the Defenders: Emirates Team New Zealand. Louis Vuitton and the America’s Cup are aligned in terms of vision. They are both forward-thinking and dedicated to advancing their performance while honoring century-old traditions. Pietro Beccari, President and CEO of Louis Vuitton, announced that the location, Port Vell, will “be the setting for a display of elegance and power, where teams will compete with boldness, talent and mastery on increasingly innovative yachts.“ These values equally reflect the spirit of Louis Vuitton and its artisans.” The CEO of the America’s Cup, Grant Dalton, commented that Louis Vuitton’s role as Title Partner is “once again part of our pursuit of excellence.” Louis Vuitton will craft two trophy trunks to house the main trophies for these two competitions. The Auld Mug, the trophy for the winning team of the America’s Cup, is the oldest international sports trophy in the world.
Article by Richelle Hodson, Contributor, PhotoBook Magazine
Tearsheets by Paige Schubert, Graphic Design Intern, PhotoBook Magazine
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