Nathan Fluellen, founder of A Great Day in the Stoke

The Lexus U.S Open of Surfing features a space to promote the brand called “Lexus House.”

It will offer surf fans a variety of activations in partnership with Complex Media.

From Aug. 3-11,  Lexus House is open to the public and aims to serve as the central hub for community-building at the event in Huntington Beach, California. 

Offering a premium space to take in the action, surf fans are invited to enjoy prime viewing, Lexus Culinary Masters-inspired bites, a 2024 Lexus LX surf concept vehicle, daily product giveaways, an athlete signing and other exciting programming moments throughout the competition. 

In collaboration with LA-based clothing brand, Free & Easy, the Lexus House will display a capsule collection of event-exclusive merchandise – including premium apparel, beach towels, surfboard and other surf-inspired goods. Products will be given away to fans daily at the Lexus House, as well as virtually on the NTWRK app on August 9 at 6:30 pm PT.

The on-the-sand surf lessons are led by Nathan Fluellen, founder of A Great Day in the Stoke -- the largest public gathering of Black surfers assembled annually in Huntington Beach. 

To support the charitable organization’s commitment to water safety, adventure and education for Black youth, Lexus has made a monetary donation and will carve out space within the Lexus House to showcase their important work, as well as invite its community members to watch the competition for its VIP viewing deck.  

The partnership between the World Surf League and Lexus, now in its second season, leverages Complex's network as a platform for global youth culture and music lifestyle. 

This year, Complex will engage fans with exclusive live and taped content, product giveaways, and additional experiences at the Lexus House, both virtually and digitally, all amplified through its owned and earned media, social and digital platforms.