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Muhammad Ali and C.J. Glove Up for Louis Vuitton

06/14/2012 at 03:00 PM ET

The unexpected new face of Louis Vuitton? Muhammad Ali — joined by grandson C.J.! Following in the footsteps of Angelina Jolie, Bono, Buzz Aldrin, Jim Lovell, Mikhail Gorbachev and Sally Ride, the champion boxer, 70, poses for the company’s “Core Values” campaign.

Photographed by Annie Leibovitz at his home in Phoenix, Ariz., Ali looks on as his 3½-year-old grandson — mom is Laila Ali – tries some boxing gloves on for size.

“Muhammad Ali is the epitome of an outstanding personality — a true living legend in boxing and far beyond. We are honoured that he agreed to be photographed for the Core Values campaign, and delighted with the way this beautiful portrait of the champion and his grandson captures the idea of transmission, which is of great significance to Louis Vuitton,” chairman and CEO Yves Carcelle said in a statement.

Courtesy Louis Vuitton

RELATED: Spotted: Laila Ali and Her Little Lady

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PEOPLE.com reserves the right to remove comments at their discretion.

Showing 19 comments

Robin on

Oh my goodness! He looks just like his grandfather! What a beautiful picture!

Shannon on

WOW! CJ is gorgeous and looks just like his grandfather!

court on

he is SUCH a cute kid!

Indira on

This is great!

Dee on

OK OK OK…How FREAKING AWESOME is this pic????

Mr. Ali looks so handsome and distinguished and so in love w/ his grandson.

I LOVE IT!!!!

Annie Leibovitz captures the most amazing images….always shows the soul of her subjects….just love it!!!

Gina Nicole on

Great photo…and Ali looks healthier in the picture :)

Sandra on

I AGREE – He looks so much like his grandfather!
Cute kid :)

Hea on

Awesome!

Mary on

I love this picture. As a photographer, I can appreciate all the little details, the candid nature, the colors, the balance of objects, the beautiful boy, the Legend, I love everything about it. I LOVE IT!

Janna on

The photoshopping in that photo is awful. It literally looks like Grandpa is not really sitting on that chair and it was photoshopped in.

christa on

He looks like his Grandpa, in his younger years. It must be a joy for Ali to hang with him.

meghan on

Everyone thinks they are a photoshop expert. Can’t you see that the cushion his sitting on is bunched up on his left side? That’s because he’s SITTING on it!

maruša on

yeah, cause the cushion can’t be photoshopped too.. :D it all looks a bit unnatural, like the kid, ali, the bag and the backyard were photographed separatelly.. and I do photo manipulations for living, so…

Kayte on

The boy and his grandfather look fabulous….but I agree that Ali looks photoshopped onto that ottoman. He looks like he’s hovering slightly above the cushion. He may have initially been sitting on it, but it appears that they have repositioned him or photoshopped the area under his right leg.

D on

GREAT PHOTO ALI LOOKS GOOD..

myob on

What a nice picture. One that they can treasure.

Estrella08 on

Great picture!!! CLASSIC LEGEND!!! so lovely!

Hea on

I think it looks photoshopped because the muscles in his legs are probably very stiff and that is why he’s sitting the way he is. I think Ali looks great here, healthier than I’ve seen him in a long time. I doubt Annie Leibovitz would release bad pics so there’s likely a reasonable explanation.

Sharon on

What a handsome young man!

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