Models, Movie Stars and Pop Idol legends, we’ve heard it all before but it seems some designers are starting to take their inspiration from elsewhere these days as boxing champion Muhammad Ali is announced as the new face of Louis Vuitton’s latest campaign.

The Core Values Campaign is set to appear in world wide media this week with three-time world champion Ali being photographed as the designer’s latest muse. The sports star features alongside CJ, his four year old grandson in the campaign, the toddler looks all set to follow in his grandad’s footsteps.

“Muhammad Ali is the epitome of an outstanding personality, a true living legend in boxing and far beyond,” CEO and chairman of Louis Vuitton, Yves Carcelle, recently told Vogue US. “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.”

Angelina Jolie was last year’s Core Values campaign star, who was photographed in Cambodia where she adopted her son Maddox, while other stars featuring in the campaign included Rolling Stone guitarist Keith Richards and Ireland’s own, Bono and wife Ali Hewson.

Louis Vuitton's photoshoot with Muhammad Ali and four-year-old CJ... We wonder what he wants to be when he grows up!