LeBron James is the new Louis Vuitton testimonial

Tonight marked the start of the new 2023/24 NBA season, LeBron James' 21st. The Chosen One arrived at the Ball Arena in Denver, where his Los Angeles Lakers took on the defending champions, wearing a full Louis Vuitton look, including, of course, a bag with the French maison's all-over logo. LeBron is the second LV testimonial to be personally selected by creative director Pharrell Williams and announced with various billboards on the streets of New York - a foretaste of the French brand's next fashion show in early 2024.

The Chosen One follows Rihanna, who became the first celebrity to be the face of the Paris maison, continuing Louis Vuitton's strategy of creating a true parterre de roi. And LeBron James is a name that combines lifestyle, sport and fashion, just as Louis Vuitton, under the leadership of Pharrell Williams, wants to become more and more the reference brand for luxury sportswear. And maybe LeBron will find other fits for his trousers.