• by Tanya Gazdik , August 13, 2024

Lexus and gaming brand 100 Thieves are rolling out new elements to their multiyear partnership.

The enhanced collaboration spans automotive, fashion and experiential marketing. 

It includes a custom-designed Lexus vehicle fleet specifically for 100 Thieves, Lexus’ first-ever apparel collaboration with 100 Thieves, and a presenting sponsorship of 100 Thieves’ biggest annual fan event, the Summer Block Party.

The partnership combines luxury and innovation, says David Telfer, senior manager, Lexus advertising. It allows Lexus to deliver “new experiences that help define luxury for the next generation of consumers,” he says. 

Lexus has created three custom-designed concept vehicles -- a TX, RX, and LX -- specifically tailored for 100 Thieves. Each concept vehicle draws inspiration from one of 100 Thieves’ esports teams: League of Legends, Valorant, or Call of Duty. 

The LX and TX models, with seating for seven, are configured for a full esports squad. These vehicles feature built-in screens for on-the-go video reviews and gaming sessions, with one vehicle equipped for on-site apparel customization.

Lexus was the first automotive brand to partner with 100 Thieves in 2021. 

“The Lexus and 100 Thieves partnership has helped break new ground for how esports collaborations can engage fans authentically,”  says Alex Ho, vice president of partnerships, 100 Thieves, in a release. “Our custom activations don’t just elevate our brands – they create memorable experiences for our community.”

Based in Los Angeles, 100 Thieves was founded by former Call of Duty World Champion and YouTube star Matthew “Nadeshot” Haag.