Jun 14, 2012 5:20PM

Muhammad Ali is the New Face of Louis Vuitton's 'Core Values' Campaign

The former heavyweight champ knocks out Angelina Jolie for the title.

Louis Vuitton's 'Core Values' campaign has a new face: former heavyweight champion, humanitarian and social activist, Muhammad Ali.

Shot by Annie Leibovitz at his home in Phoenix, Arizona, the portrait depicts 'The Greatest' looking proudly on his grandson, a 'rising star' wearing a pair of boxing gloves. Ali succeeds Angelina Jolie as the face of the campaign, which seeks to represent beauty as prestige and excellence rather than just aesthetics.

The campaign will appear in international press from tomorrow. Past 'Core Values' faces include Francis Ford and Sofia Coppola, Sean Connery, Keith Richards, Bono, and Nobel Peace Prize winner, Mikhail Gorbachev, among others.