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Lexus And 100 Thieves Elevate Partnership With Exclusive Fleet And Apparel Line
Lexus and 100 Thieves have unveiled new elements in their ongoing partnership, showcasing a blend of automotive innovation and fashion. This collaboration includes a custom Lexus vehicle fleet for 100 Thieves, Lexus' first apparel collection with the brand, and sponsorship of the annual Summer Block Party.
David Telfer, Senior Manager at Lexus Advertising, stated, "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."
Lexus has designed three unique concept vehicles – TX, RX, and LX – specifically for 100 Thieves. These vehicles draw inspiration from 100 Thieves’ esports teams: League of Legends, Valorant, and Call of Duty. The LX and TX models can seat seven people, making them perfect for an entire esports team. They come equipped with built-in screens for video reviews and gaming sessions on the go. One vehicle even features on-site apparel customization capabilities.
The 100 Thieves x Lexus apparel collection will be available as a limited edition starting August 3rd. This collection is inspired by classic racing video games and will be sold at the Summer Block Party and online in limited quantities. All proceeds from this collection will benefit Gamers Outreach charity.
Summer Block Party Sponsorship
On August 3rd, Lexus will sponsor the annual Summer Block Party hosted by 100 Thieves. The event is expected to attract hundreds of fans from the 100 Thieves community. It will feature meet-and-greets, a LAN party, a Valorant watch party, and live musical performances. Attendees will also get their first public look at the custom Lexus fleet.
Alex Ho, Vice President of Partnerships at 100 Thieves, remarked, "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."
Lexus began its journey in 1989 with two luxury sedans aiming for perfection. Today, it offers a full lineup of luxury vehicles through 244 dealers in the United States alone. Known for its brave design and imaginative technology, Lexus continues to lead in luxury hybrid vehicles with eight models featuring Lexus Hybrid Drive.
Founded by former Call of Duty World Champion Matthew "Nadeshot" Haag, 100 Thieves is a leading lifestyle gaming brand based in Los Angeles. The company boasts championship esports teams in League of Legends, Call of Duty, and Valorant. It is also known globally for its innovative apparel collections and popular YouTube content created by top gaming talents like Valkyrae and CourageJD.
The collaboration between Lexus and 100 Thieves exemplifies how brands can merge different industries to create unique experiences for their audiences. This partnership not only enhances both brands but also provides memorable moments for their communities.
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