LeBron James Rimowa
by Stephen Garner
Roger Federer Rimowa
Roger Federer

Rimowa‘s newest global brand campaign explores the personal travel perspectives of creative powerhouse Rihanna, NBA superstar LeBron James, 20-time Grand Slam-winning athlete Roger Federer, and legendary multidisciplinary artist Patti Smith. In the brand’s new cinematic campaign, Rihanna, James, Federer, and Smith present an introspective and hopeful look at the changes brought on by an unprecedented pause due to COVID-19.

Each of their intimate films carries universal meaning and messages around this shift in mobility as we move forward – a rediscovery and appreciation of familiar destinations, who you are intentionally traveling with, and why.

“Inspired by the seismic global changes of the past two years, the Never Still campaign’s narrative probes important questions about the new role that travel will play in all of our lives,” said Hugues Bonnet-Masimbert, CEO at Rimowa. “As we look to the future, we follow the example set by our four icons, who have each used this period of pause to recalibrate their expectations and experiences of travel into something even more meaningful. RIMOWA has always believed in purposeful travel, a value that carries even more importance today as we move into this exciting next chapter.”

Created in collaboration with creative agency Anomaly Berlin, the campaign is composed of four individual films completed by integrated stills. It is brought together by one visually distinct hero film, which is narrated by Patti Smith and scored by Jamie xx.

“Like many others, I became accustomed to a demanding travel schedule that allowed little time to appreciate the places I was visiting,” said Federer. “But the pause that came with not being allowed to travel allowed me a new perspective. It gave me a chance to connect with the beauty of my surroundings in a much more meaningful way.”

“Travel as we knew it is over. Now it’s not about how far you go, but why you go. And who you bring along for the ride,” James said in his reflective film. “For the first time in my career, the constant travel stopped for a period during the pandemic. That allowed me to have very rare, uninterrupted time with my wife, my kids, and those closest to me. It gave me a chance to recalibrate and refocus on what’s most important in life, and for me, that’s family.”