The Louis Vuitton trunk commissioned for Carlos Alcaraz is the clearest example of the bespoke object strategy in contemporary luxury sport marketing. Personalised with Alcaraz's name, flag and initials, it is a one-of-a-kind commission that cannot be bought — generating coverage precisely because of its exclusivity. The object functions as a press event in physical form: every major tennis and fashion outlet covered its unveiling. It links directly to Alcaraz's Louis Vuitton ambassador relationship and to the brand's century-long heritage as the world's leading travel goods maker.