With great excitement, Louis Vuitton joins Formula 1® as an Official Partner in a 10-year agreement that places the House at the heart of this journey of champions. As the prestigious motorsport competition celebrates its 75th anniversary through 2025, Louis Vuitton will play an active role at the most emblematic race destinations, becoming a beacon for athletes and fans alike.
Louis Vuitton’s involvement with Formula 1® is part of the LVMH partnership as a new Global Partner, first announced in October 2024. Through a parallel quest for innovation, both Louis Vuitton and Formula 1® constantly push the limits of their universes, and their common values will be showcased as a combined ambition to support triumphant stories. Furthermore, this partnership represents the shared pursuit of excellence at a time when fashion, culture, entertainment, and sports are converging like never before.
In this thrilling year of changes to the driver lineup, Louis Vuitton will have a constant presence across the races, including prominent trackside signage—a first for the House at a sporting event. The Trophy Trunk will be presented ahead of races and again when it appears on the podium to honor the winner’s extraordinary achievement.
The next Formula 1® season kicks off on March 13th, with the Grand Prix on the 16th in Melbourne, where Louis Vuitton will additionally be the Title Partner of the Formula 1® Louis Vuitton Australian Grand Prix 2025. Present during key moments such as the opening ceremony and the podium, Louis Vuitton will continue its tagline: “Victory travels in Louis Vuitton.”
Louis Vuitton established an initial link with Formula 1® through a partnership with the Automobile Club de Monaco, developing and presenting the Trophy Trunk for the Formula 1 Grand Prix de Monaco™ between 2021 and 2024. Yet the Louis Vuitton victory Trophy Trunk also stands as the ultimate symbol of triumph across some of the world’s most prestigious sports competitions, including the FIFA World Cup™, the Ballon d’Or®, the Olympic and Paralympic Games Paris 2024, and the America’s Cup.
Like all bespoke Louis Vuitton designs, the Formula 1® Trophy Trunks are being assembled at the historical Asnières atelier, where some of the first ‘auto trunks’ were produced under the direction of Georges Vuitton (son of Louis Vuitton), who anticipated the rise in demand for cars as early as 1897. Knowing they would be mounted on the rear of vehicles and exposed to the elements, he eschewed leather for the creation of a resistant canvas material called “Vuittonite,” which evolved into the canvas used today.
In keeping with its tradition of travel, Louis Vuitton continued to develop automobile-related designs, and by the 1990s, even organized its own rally, first known as the Louis Vuitton Classic Runs, then the Louis Vuitton Classic and Design Awards from 2006. The House supported competitions and prizes in automobile design, furthering a heritage that acknowledges the complementary expertise of craftsmanship and engineering.
Today, from the atelier to the paddock, teamwork, precision, and innovation are among the values that bridge the two universes and underscore the relentless quest for victory. This is why the new Trophy Trunks, covered in the emblematic Monogram, will be emblazoned with the iconic “V” in a unique local color scheme for each race, set against the classic brown background.
The surging global popularity of Formula 1® means that more and more people will witness the sport’s most iconic and emotional moments—with Louis Vuitton ensuring that every triumph lives on, perpetuating the tradition that marks new milestones and confirming that “Victory travels in Vuitton.”
Quotes
Pietro Beccari, Chairman and CEO, Louis Vuitton:
“I am immensely proud of this partnership between Louis Vuitton and Formula 1®, with our shared ambition to always strive for innovation, craft, and precision. The synergy of our two worlds is echoed in the savoir-faire of our ateliers and garages, artisans, and engineers, while celebrating the outstanding performance of champion drivers around the world who embark on a journey of excellence with every race.”
Stefano Domenicali, President and CEO, Formula 1®:
“We are thrilled to welcome Louis Vuitton as Title Partner for our first 2025 race. This is a partnership between two global icons linked first and foremost by their great passion for innovation, excellence, and creativity, which makes them two exceptional timeless stories. The entry of Louis Vuitton not only enhances the experience of our sport but celebrates the union of luxury, craftsmanship, and the highest expression of automotive competition. 2025 will be an epic year for Formula 1, and I am proud to start it with our passionate partners at Louis Vuitton.”
“Victory travels in Louis Vuitton”
Over the Maison’s history, precious sporting items belonging to world-class athletes have been entrusted to the packing care of Louis Vuitton. Perpetuating and building upon this cherished tradition, Louis Vuitton creates trunks to transport and showcase trophies for the world’s most emblematic sporting competitions and awards. Imbued with emotion, these adventures continue to mark new milestones in the Maison’s history—an ongoing testament that “Victory Travels in Vuitton” and that excellence in sports is echoed in the values of Louis Vuitton.
Since its first partnership with the America’s Cup in 1983, Louis Vuitton has joined forces with the world’s most prestigious sports competitions, including:
• FIFA World Cup™ (2010, 2014, 2018, 2022)
• League of Legends (2019, 2020)
• Davis Cup (2019, 2020, 2021, 2022)
• Roland Garros (2017, 2018)
• NBA (2020, 2021, 2022)
• Formula 1 Grand Prix de Monaco™ (2021, 2022, 2023, 2024)
• Rugby World Cup France – 2023
• Ballon d’Or® (2023, 2024)
• Olympic & Paralympic Games Paris 2024
• Australian Open (2023, 2024)