Figure 1
Lionel Messi and Cristiano Ronaldo playing chess on a Louis Vuitton suitcase.
Source: Louis Vuitton (2022), “Victory is a State of Mind” campaign. Photograph by Annie Leibovitz.
Table 1
Summary of analytical findings.
| Visual symbolism | Chess as a metaphor for strategic competition; coexistence of sport-related and nonsport symbols. |
|---|---|
| Audience interpretation | Rivalry and mutual respect; football as strategy; prestige and sporting excellence. |
| Media circulation | Extensive visibility, engagement, and audience participation across digital platforms. |
| Meme transformation | Reinterpretation and symbolic expansion of the original image beyond its commercial purpose. |
| Communicative functions | Dissemination of sporting meanings; social integration; self-presentation; promotion of football as a prestigious and intellectually demanding activity. |
Source: Authors’ contribution.