US Swimmer Michael Phelps for Louis Vuitton

As the Olympics drew to a close in London on Sunday (August 12), it was only a matter of time before fashion and beauty brands raced to sign the stars of the Games for lucrative advertising contracts. US Olympic champion Michael Phelps is one of the first to be tapped, with French luxury label Louis Vuitton recruiting the swimmer to star in a new advertising campaign for its iconic monogrammed luggage.

Snapped by American portrait photographer Annie Leibovitz, 27-year-old Phelps is seen in the bath, complete with goggles and speedos, and in a tailored suit in conversation with Soviet gymnast Larissa Latynina. She previously held the record for the most Olympic gold medals before Phelps overtook her with his haul of 22 following his success at the 2012 games.

The signing of Phelps makes sense for Louis Vuitton’s Core Values advertising campaign, which features stars who are demonstrative of achievement, passion and interests beyond their superlative fame. The series has previously featured the likes of legendary American boxer Muhammad Ali, British U2 frontman Bono and Scottish actor Sean Connery.

Louis Vuitton