Lexus has been steadily constructing out its presence into the world of gaming and esports to register with new, youthful audiences. Now, it is making what the luxurious auto model calls its largest step to-date.
The automotive producer introduced Friday that it’s now the official luxurious automotive accomplice of Los Angeles-based 100 Thieves, an esports group and way of life model that operates a number of groups competing in video video games tournaments, attracting traders reminiscent of rapper Drake and Salesforce CEO Marc Benioff. The corporate, which was based by former “Name of Responsibility” World Champion and YouTube star Matthew “Nadeshot” Haag, has been dubbed “the Supreme of esports” for merging attire drops with the digital sport.
As a part of the partnership, 100 Thieves’ LA-based Content material Home, dwelling to the organizations’ creators, is being renamed the Lexus Content material Home, which is able to now embrace a construct out of a Lexus Lounge. As such, 100 Thieves YouTube and Twitch streamers Rachell “Valkyrae” Hofstetter (3.4 million YouTube followers and 35,000 Twitch followers) and Leslie “Fuslie” Fu (983,000 Twitch followers and 503,000 YouTube followers), have been named Lexus ambassadors and can be collaborating with the model on a spread of content material.
The esports model gave a tour of the Content material Home in a YouTube video when it opened in March 2020. The multi-storied 7,000-square home comes with a pool, pin pong desk, fully-stocked bar, dwelling theatre and a number of bedrooms. Lexus didn’t reveal an monetary phrases behind the partnership.
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