Lexus is strengthening its roster of sponsored golf champions with the addition of rising star Justin Suh.
The 26-year-old is the third golf partner to be added this year as Lexus continues its commitment to golf.
The brand is leaning into the future of golf as it aims to reach a younger, more diverse audience. In addition to building its golf ambassador program, Lexus is strategically tailoring its partnership strategy toward reaching key brand audiences, according to the automaker.
The brand maintains its longstanding commitment with the United States Golf Association and is planning future integrations in the “golf lifestyle space,” per the brand.
Suh calls Lexus “iconic” and says he’s been a fan of what he calls the “true leader in the luxury automotive industry” since he was a child.
The California native grew up in San Jose where the foundation of his game strategy relied on two key things: mentorship from his older sister, Hannah, and a serious self-study of Tiger Woods’ swing.
That foundation led to a successful college golf career at the University of Southern California, where he reached No. 1 in the World Amateur Golf Rankings.
Suh elevated his game to the professional level in 2018, finding quick success rising through the ranks of PGA TLA and the Korn Ferry Tour. He had a banner year in 2022, with 10 top-10 finishes, finishing number one on the Korn Ferry Tour Points List, earning the Korn Ferry Player of the Year title, and winning the season-ending Korn Ferry Tour Championship.
Suh quickly earned recognition in his rookie year on the PGA Tour, achieving top finishes at the Honda Classic and the Players Championship.
Suh currently resides in Las Vegas and will be entering his second year on the PGA Tour in January 2024.
This is the second time this year that Lexus has focused its sponsorship money on golf. The luxury automaker added to its roster of brand ambassadors in July with the signing of two up-and-coming female golfers.
The automaker’s relationship with Japanese golfer Hinako Shibuno, 24, and U.S. golfer Amari Avery, 19, began at the 2023 U.S. Women’s Open Championship, held for the first time at the iconic Pebble Beach Golf Links.
Lexus isn’t the only brand that sees the value in golf. It joins American Express, Cisco, Deloitte, Rolex and Sentry in its USGA sponsorship.