Lexus and 100 Thieves have announced an exciting expansion of their multi-year partnership, blending luxury automotive design, gaming culture, and fashion. This collaboration introduces custom-designed Lexus vehicles tailored for 100 Thieves, an exclusive apparel collection, and a presenting sponsorship of 100 Thieves’ highly anticipated Summer Block Party.
David Telfer, Senior Manager at Lexus Advertising, highlighted the synergy between the two brands: “Our partnership with 100 Thieves represents a powerful combination of luxury and innovation.
Both brands are committed to delivering premium products and experiences. By bringing together Lexus’ legacy of excellence with the unmatched presence across lifestyle and gaming from 100 Thieves, we’re delivering new experiences that help define luxury for the next generation of consumers.”
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Key Elements of the Lexus x 100 Thieves Partnership:
Custom Vehicle Fleet: Lexus has developed three custom concept vehicles – a TX, RX, and LX – each inspired by 100 Thieves’ esports teams, including League of Legends, Valorant, and Call of Duty. These vehicles are tailored to the needs of esports teams, featuring built-in screens for video reviews and gaming on the go, with one vehicle even equipped for on-site apparel customization. The LX and TX models, designed to accommodate a full esports squad, represent the fusion of gaming culture with Lexus’s luxury design.
Exclusive Apparel Collection: In a nod to classic racing video games, Lexus and 100 Thieves have collaborated on a limited edition apparel collection. This nostalgic collection will be available on August 3rd at the Summer Block Party and in limited quantities online. All proceeds from the collection will benefit the Gamers Outreach charity, reinforcing both brands’ commitment to giving back to the community.
Summer Block Party Sponsorship: Lexus will serve as the presenting sponsor of the 100 Thieves Summer Block Party on August 3rd. This annual fan event, which draws hundreds from the 100 Thieves community, will feature meet-and-greets, a LAN party, a Valorant watch party, and live musical performances. Attendees will also have the exclusive first look at the custom Lexus vehicles in person, adding a unique element to this year’s festivities.
Alex Ho, Vice President of Partnerships at 100 Thieves, expressed his excitement about the partnership: “The Lexus and 100 Thieves partnership has helped break new ground for how esports collaborations can engage fans authentically. Our custom activations don’t just elevate our brands – they create memorable experiences for our community. We can’t wait to showcase the next level of this partnership at our Summer Block Party and beyond.”
For more details on the partnership and the apparel collection, visit 100 Thieves’ website.
About Lexus
Lexus is a luxury lifestyle brand known for its bold design, innovative technology, and thrilling performance. Since its inception in 1989, Lexus has expanded its lineup to meet the needs of global luxury customers in over 90 countries. Lexus continues to lead in luxury hybrid vehicles and remains committed to anticipating the future needs of its customers.
About 100 Thieves
100 Thieves is a leading lifestyle gaming brand founded by Matthew “Nadeshot” Haag. The Los Angeles-based company boasts championship esports teams in League of Legends, Call of Duty, and Valorant, and is renowned for its innovative apparel collaborations. With a global fan base exceeding 100 million, 100 Thieves is rapidly growing as a major player in the entertainment industry.
Source: Lexus and 100 Thieves Expand Multi-Year Partnership with Exciting New Collaborations
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