100 Thieves "Levels Up" with Lexus

Lexus is expanding its presence in gaming via a partnership with premium lifestyle brand 100 Thieves. The sponsorship was announced recently during the 100 Thieves Content House episode Trivia Gamer Car Challenge, which features newly named Lexus ambassadors Valkyrae and Fuslie in the custom Gamers' IS designed by the Twitch community https://www.fastcompany.com/90659135/best-workplaces-innovators-2021-medium

Press Highlights:

Lux Expose: "Lexus becomes the first luxury auto partner of 100 Thieves, a premier lifestyle brand and gaming organization. Founded by former 'Call of Duty' World Champion and YouTube star Matthew 'Nadeshot' Haag. the lifestyle brand has leading esports teams competing in 'Call of Duty,' 'League of Legends,' 'Fortnite' and 'VALORANT.' The partnership will allow Lexus to attract the next generation of buyers."

Tubefilter: "Roughly a week after unveiling the first launch from its multi-faceted collab with Italian fashion house Gucci, the company has pacted with Lexus as its first luxury automotive brand partner. As part of the sponsorship, 100 Thieves’ content house has been renamed the Lexus Content House, and members Valkyrae and Fuslie have been named Lexus ambassadors."

Ad Age: "Lexus has been steadily building out its presence into the world of gaming and esports to register with new, younger audiences. Now, it's making what the luxury auto brand calls its biggest step to-date."

Luxury Daily: “'Lexus sees an authentic connection between vehicles, culture and premium lifestyle,' said Vinay Shahani, vice president of marketing at Lexus, in a statement. 'We are thrilled to have found a like-minded partner in 100 Thieves. 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.'"