Lexus Named Official Luxury Partner of 100 Thieves

New Partnership

Lexus has a history of partnering with fashion, design, and even video game entities in recent history. Now, that trend continues as Lexus has become the first luxury auto partner of 100 Thieves, a Los Angeles-based lifestyle brand and gaming organization that fields a number of competitive teams on the video game circuit.

Photos: Lexus

Next Generation Parnership

The sponsorship was announced during the 100 Thieves content episode dubbed "Trivia Gamer Car Challenge," which features newly named Lexus ambassadors Valkyrae and Fuslie in the one-of-a-kind, custom Lexus Gamers' IS. For Lexus, the reason behind this partnership is simple - the automaker is looking to attract its next generation of owners by tapping into the ever-popular gaming market. 

Photos: Lexus

>>Join the conversation about Lexus collaborating with 100 Thieves right here in ClubLexus forum.

Authentic Connection

"Lexus sees an authentic connection between vehicles, culture, and premium lifestyle. We are thrilled to have found a like-minded partner in 100 Thieves," said Vinay Shahani, vice president of marketing at Lexus. "Through our collaboration, our goal will be to surprise and delight the 100 Thieves community with innovative content and elevated experiences developed uniquely for them."

Photos: Lexus

>>Join the conversation about Lexus collaborating with 100 Thieves right here in ClubLexus forum.

Resonating Content

As the entitlement sponsor, the 100 Thieves Content House will now be known as the Lexus Content House. It will incorporate a full build-out of a Lexus Lounge within one of the most successful content houses in gaming. Both brands will aim to successfully bridge premium lifestyle and gaming through resonating content developed by 100 Thieves' very own YouTube and Twitch powerhouses, Valkyrae and Fuslie.

Photos: Lexus

>>Join the conversation about Lexus collaborating with 100 Thieves right here in ClubLexus forum.

Quality and Innovation

"We are so excited to partner with such a legendary and premium brand such as Lexus," said Matthew "Nadeshot" Haag, founder and CEO of 100 Thieves. "Both of our brands focus on quality and innovation within each of our industries. We're so excited to show our fans our new set of wheels and all the amazing content to come out of the content house."

Photos: Lexus

>>Join the conversation about Lexus collaborating with 100 Thieves right here in ClubLexus forum.

Looking Ahead

100 Thieves has garnered worldwide fame through its streetwear-inspired apparel, known for rapidly selling out. The company also produces top gaming podcasts and massively popular YouTube content, created by its world-class gaming talent, which makes it the perfect partner for Lexus as it aims to become the vehicle of choice for the next generation of drivers.

Photos: Lexus

>>Join the conversation about Lexus collaborating with 100 Thieves right here in ClubLexus forum.