The infiltration of tennis by luxury labels is complete following today’s announcement of French brand Louis Vuitton as the Official Trophy Trunk Partner of the Australian Open in 2024.
The maker of instantly recognisable luggage, red carpet clothing for Zendaya and Cate Blanchett and $10,200 sneakers (that’s $10,140 more than a pair of Dunlop Volleys) has built trophy-sized trunks for the winners of the men’s and women’s finals, covered in the brand’s signature monogram.
The Daphne Akhurst Memorial Cup for women and Norman Brookes Challenge Cup for men trophy cases by Louis Vuitton in partnership with the Australian Open.
Anyone who has seen a toddler on Christmas morning knows that the wrapping can be more exciting than the present, so expect winners at Melbourne Park to find their inner child on centre court on January 27 and 28.
“As one of only four Grand Slams in tennis, and the only one in the Asia Pacific region, the Australian Open is a premium brand ideally placed to partner with luxury house Louis Vuitton,” says Cedric Cornelis, chief commercial officer Tennis Australia.
The trophy cases will be displayed during the finals and at the presentation ceremonies.
“With spectacular sound and light shows, and the centre court wrapped in 360-degree LED digital walls, we have the unique ability to build a theatrical experience around our trophy presentations which will be further elevated with the inclusion of these beautiful bespoke trophy trunks,” Cornelis says.
Handcrafted at Louis Vuitton’s workshops outside of Paris, the trunks for the Norman Brookes Challenge Cup for men and the Daphne Akhurst Memorial Cup for women feature brass details, leather trim and locks used by the company since the 1860s.
The cases’ blue microfibre lining nods to the Australian Open colours, with the tournament’s white AO logo discreetly positioned on the underside of the lid. Front panels painted with a V – for victory and Vuitton – are more prominent.
“We are proud to announce this new partnership with the first Grand Slam tournament of 2024, which once again shows that victory travels in Louis Vuitton,” Pietro Beccari, chairman and chief executive of Louis Vuitton said in a press release.
