In a stunning move, Louis Vuitton CEO Pietro Beccari has offered UFC lightweight champion Islam Makhachev a five-year contract to become a brand ambassador, blending the worlds of luxury fashion and mixed martial arts. Announced on June 27, 2025, this unprecedented partnership introduces surprising terms and a personal motivation behind Beccari’s bold decision, captivating fans and fashion enthusiasts alike.
Pietro Beccari, known for his transformative leadership at Louis Vuitton since 2023, continues to redefine the brand as a cultural juggernaut. With a history of innovative collaborations, from Pharrell Williams to Formula One sponsorships, Beccari’s choice of Makhachev signals a strategic push to tap into the global appeal of combat sports. “Islam embodies discipline, excellence, and a winning mentality—values that resonate with Louis Vuitton’s heritage,” Beccari said, drawing parallels to his own athletic background as a former soccer player.
While exact financial details remain undisclosed, sources suggest the five-year contract includes unique incentives, such as exclusive Makhachev-inspired designs and a role in Louis Vuitton’s upcoming sports-luxury campaigns. Unlike traditional ambassador deals, the agreement reportedly allows Makhachev to co-create limited-edition pieces, merging his Dagestani roots with the brand’s iconic monogram. This move aligns with Beccari’s vision of integrating cultural narratives into Louis Vuitton’s offerings, as seen in recent projects like the Objets Nomades collection.
Beccari’s decision is deeply personal, rooted in his lifelong passion for sports. “I trained daily from 13 to 22, learning the value of teamwork and sacrifice,” he shared in a Vogue Business interview. Inspired by Michael Gervais’ book The First Rule of Mastery, Beccari sees Makhachev’s relentless drive as a reflection of his own philosophy: “If you win, you keep winning.” This synergy makes Makhachev a perfect fit to elevate Louis Vuitton’s presence in the sports-luxury space.
Islam Makhachev, the reigning UFC lightweight champion, has dominated the octagon with an unmatched grappling prowess and a 26-1 record. His global fanbase, particularly in the Middle East and Russia, offers Louis Vuitton a gateway to new markets. Following ambassadors like Sho Hirano and Deepika Padukone, Makhachev’s appointment underscores the brand’s commitment to diverse, influential figures.
