If you’re like me, with the commencing of the Olympic Games, you probably expected the onslaught of Ryan Lochte billboards to take reign. Though not because of Lochte’s achievements, but because he seemed to be the face sponsors wanted to market. So it came as a complete shock when I learned that Michael Phelps has been tabbed as the newest face of Louis Vuitton.

In a recently released ad image, Phelps is displayed sitting on a luxury sofa adjacent to Larisa Latynina, the former Soviet gymnast whose Olympic medal record he broke.

The photograph was taken by Annie Leibovitz.