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.
Lexus sees an authentic connection between vehicles, culture and premium lifestyle. 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. – Vinay Shahani, vice president of marketing at Lexus
The announcement was made during the episode “Trivia Gamer Car Challenge,” which features newly named Lexus ambassadors Valkyrae and Fuslie in the one-of-a-kind, custom Lexus Gamers’ IS vehicle.
We are so excited to partner with such a legendary and premium brand such as Lexus. 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. – Matthew “Nadeshot” Haag
As the entitlement sponsor, the 100 Thieves Content House becomes the Lexus Content House. It will feature a full build-out of a Lexus Lounge within one of the most successful content houses in gaming. Both brands aim to join premium lifestyle and gaming through resonating content developed by 100 Thieves’ very own YouTube and Twitch powerhouses, Valkyrae and Fuslie.