EXCLUSIVE: Rimowa Reveals First Campaign, Signs Roger Federer as Ambassador

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Rimowa will unveil today its first global advertising campaign in its 120-year history. The German brand, purchased by LVMH Louis Vuitton Moët Hennessy in 2016, has signed tennis legend Roger Federer for the campaign. It marks the start of Rimowa’s two-year contract with Federer, who will also participate in various activations for the company. Rimowa declined to disclose the terms of the Federer deal. Joining the world number-two player in the campaign are designer Virgil Abloh, model Adwoa Aboah, jewelry designer Yoon Ahn and chef Nobu Matsuhisa. Titled “No One Builds a Legacy by Standing Still,” the campaign sees its protagonists on various journeys, exploring how travel can enable success, knowledge and savoir faire. In mulling how to tackle its first advertising concept, Rimowa has taken a “non-paid print policy,” becoming the first LVMH subsidiary to do so. “We want to be a forward-thinking brand and explore different types of media. Our chief executive officer [Alexandre Arnault] believes in the strength of digital and we feel the digital landscape is a better way to tell a story,” said Rimowa chief brand officer Hector Muelas. The company will not advertise in magazines, and only took a one-off placement in an undisclosed newspaper to mark its campaign launch.

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