Louis Vuitton Joins Rugby Conversation Via RWC Webb Ellis Trophy Travel Case

Louis Vuitton aligns itself with the rugby world through its first activation as an official Tuournament Provider of the Rugby World Cup led by luxury, branded travel case for the Webb Ellis Cup itself.

The French luxury leather goods brand aims to place itself into the tournament conversation when it agreed a commission to design the leather carrying case for the competition’s golden trophy – rugby’s greatest prize.

The handmade leather case, made in Louis Vuitton’s Asnières workshop with the brand’s familiar LV monogram logo spotted design, was presented to the victorious New Zealand team at the final match at Twickenham 31 October.

It comes complete with the brand’s signature brass lock and corners and evokes LV’s long heritage of creating luxury, elegant trunks and cases for travellers to transport their ‘most precious belongings’.

To mark the start of the tournament, on 8 September Louis Vuitton rolled out a web film following the crafting of the case

and supporting social content.

The @RWC2015 finalists flags were hand-painted on the #LouisVuitton trophy case. May the best team win ! #RWCFinal pic.twitter.com/44wIj7TlpJ

— Louis Vuitton (@LouisVuitton) October 31, 2015

On the day of the final itself, rugby legend John Eales (captain of the World Champion Australian team in 1999) and Tao Okamoto (model/actress from Japan – which hosts the next tournament in 2019) carried the Louis Vuitton case containing the Webb Ellis Cup into position for the Finalist teams’ entrance at the start of the 2015 final.

This was amplified through the luxury brand’s social platforms.

John Eales and Tao Okamoto with the Webb Ellis Cup in its #LouisVuitton travel case before the @RWC2015 final game pic.twitter.com/8YGIT6aqfl

— Louis Vuitton (@LouisVuitton) October 31, 2015

Louis Vuitton worked with agency Havas Sport & Entertainment on the project.

We've got the post-#RWC2015 blues…But proud to have supported @LouisVuitton with their trophy travel case #havas pic.twitter.com/Y3T1blRQ6x

— Havas Sports & Ent. (@Havas_SE) November 5, 2015

Comment

This is the first time the brand has been associated with rugby.

But through its long history, Louis Vuitton has established some sports heritage as it was responsible for the trophy trunk for the America’s Cup (a silver ewer which dates back to 1851 and is the world’s oldest sports trophy) and last summer it was also commissioned by FIFA to create a leather case for its World Cup.

Links

Louis Vuitton:

www.louisvuitton.com

Louis Vuitton Twitter:

https://twitter.com/LouisVuitton

@LouisVuitton

Louis Vuitton YouTube:

https://www.youtube.com/user/LOUISVUITTON

Rugby World Cup Website:

http://www.rugbyworldcup.com/

Rugby World Cup Twitter:

https://twitter.com/rugbyworldcup