Muhammad Ali is the new face of Louis Vuitton's latest Core Values campaign.

The boxing legend appears alongside his grandson at his Arizona home in the campaign, which was shot by Annie Leibovitz and will appear in the international press starting Friday.

"Muhammad Ali is the epitome of an outstanding personality - a true living legend in boxing and far beyond. We are honored that he agreed to be photographed for the Core Values campaign, and delighted with the way this beautiful portrait of the champion and his grandson captures the idea of transmission, which is of great significance to Louis Vuitton," said Louis Vuitton CEO and chairman Yves Carcelle.

"Some stars show you the way. Muhammad Ali and a rising star. Phoenix, Arizona," reads the campaign's tagline.