Sailing to victory

LOUIS VUITTON CONTINUES THE PRESTIGIOUS LEGACY IT STARTED IN 1983 BY DESIGNING THE LOUIS VUITTON CUP TROPHY AND TWO UNIQUE TROPHY BOXES FOR THE LOUIS VUITTON CUP AND THE 37TH AMERICA’S CUP IN BARCELONA.

Over the past few decades, Louis Vuitton has become synonymous with victory. As recently seen with the Louis Vuitton-designed trophy cases and medals for the 2024 Paris Olympic Games, the company continues its commitment to sporting honours with the Louis Vuitton Cup and the Louis Vuitton 37th America’s Cup in Barcelona this year.

Founded just a few years apart – the America’s Cup in 1851 and Louis Vuitton in 1854 – these two prestigious institutions have had a parallel history for over 130 years. Their paths crossed in 1983 when Louis Vuitton introduced its own trophy for a showdown between the defending champion and the challengers of the competition. This partnership has since increased the visibility and prestige of the America’s Cup, with Louis Vuitton playing a crucial role in raising its profile for 40 years, from the United States to Australia, Bermuda, Hong Kong, Dubai, France and Spain.

A new chapter in this story begins on Thursday 29 August in Barcelona and runs until Monday 7 October. During this time, the five challengers of the Louis Vuitton Cup Regatta – INEOS Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic and Orient Express Racing – will be ready to compete against the defending champion, Emirates Team New Zealand, in the 37th edition of the Louis Vuitton America’s Cup.

Since the launch of the Louis Vuitton Cup over 40 years ago, prestige, innovation and performance have been at the forefront of the brand’s partnership with the America’s Cup. This collaboration celebrates the convergence of two worlds, where the art of sailing meets refined luxury. Both institutions share a modern approach, evident in the use of 3D design and sustainable, lightweight materials, whether in the creation of Trophy Trunks or the wings that allow the AC40 and AC75 to glide swiftly through the water while honoring time-honored traditions.

The 2024 bespoke trunks are carefully crafted in Louis Vuitton’s historic atelier in Asnières. Each trunk is designed to carry one of two prestigious trophies: the Auld Mug, the silver mug awarded to the winner of the America’s Cup since 1851 and considered the oldest international sporting trophy in the world, and the Louis Vuitton Cup, a trophy introduced by the House in 1983 for the winner of the Louis Vuitton Cup competition.

For Pietro Beccari, President and CEO of Louis Vuitton, this race is a great honor. “We are very proud to return to this historic competition as title partner. Port Vell in Barcelona will be the backdrop for a demonstration of elegance and power, where the teams will compete with boldness, talent and mastery on increasingly innovative yachts. These values ​​reflect the spirit of Louis Vuitton and its craftsmen.”

“We work every day to make the Louis Vuitton 37th America’s Cup Barcelona the most extraordinary event ever. By bringing its name and spirit to the event, Louis Vuitton is once again part of our pursuit of excellence,” explains Grant Dalton, CEO of the America’s Cup event.