The Lexus relationship with 100 Thieves is a collaboration built around shared experiences—not simply a logo on a team jersey. From the Lexus Content House to specially designed vehicles, community events and limited-edition fashion, the projects connect automotive design with the people who shape gaming culture.

This story explores a Lexus brand-wide collaboration. Explore the 2026 Lexus LS model separately for market-specific vehicle details.

A partnership shaped by a new audience

Lexus and 100 Thieves announced their sponsorship in July 2021, positioning Lexus as the gaming organization’s first luxury automotive partner. The aim was to connect two communities through content and experiences that feel at home in both premium automotive culture and competitive gaming. The partnership arrived at a time when gaming creators were building audiences that extend far beyond esports competitions.

A central part of the original activation was the 100 Thieves Content House, which became the Lexus Content House. The initiative introduced a dedicated Lexus Lounge and planned content built around the creators and gaming personalities associated with 100 Thieves. Lexus ambassadors Valkyrae and Fuslie were introduced alongside a custom Lexus Gamers’ IS vehicle. Rather than rely on conventional sponsorship placement, the collaboration gave audiences places, objects and stories they could recognize.

Three custom vehicles with esports identities

In August 2024 Lexus announced a new phase of the multi-year collaboration, including three customized concept vehicles based on the Lexus TX, RX and LX. Each was designed to reflect a different competitive title associated with 100 Thieves: League of Legends, VALORANT and Call of Duty. The vehicles were presented as a fleet for the organization rather than as a special retail edition of the Lexus LS.

The practical design brief mattered. Lexus described room for team travel, built-in displays for reviewing matches or gaming on the move, and even an activation for customizing apparel at an event. The TX and LX offered seating arrangements suited to moving a full esports squad. These details made the fleet a mobile part of the 100 Thieves community rather than a purely static showcase.

A Summer Block Party built for the community

The 2024 100 Thieves Summer Block Party gave the partnership a physical setting. Lexus served as presenting sponsor for the August 3 event, which included fan meet-and-greets, a LAN party, a VALORANT watch party and live music. Visitors had an opportunity to see the customized Lexus fleet in person. The activities translated a digital-first relationship into something fans could experience together.

The same collaboration introduced a limited Lexus × 100 Thieves apparel release inspired by classic racing games and vehicle customization. Lexus stated that proceeds from the collection would benefit Gamers Outreach, a charity that brings gaming experiences to hospitalized children. This was a meaningful example of the partnership connecting product design, fan participation and a charitable outcome.

The 2026 chapter: an LFA-inspired collection

The relationship continued into 2026 with a limited collaborative collection announced by 100 Thieves. This chapter took inspiration from the Lexus LFA, drawing on its V10 heritage, motorsport references and restrained black-on-black visual language. The collection brought together automotive design cues and fashion craftsmanship, with pieces developed in conjunction with established apparel and accessory makers.

The LFA collection celebrates Lexus design and performance culture beyond a single model. It gives visitors interested in the LS another view of the wider brand’s craftsmanship and creative expression, while detailed specifications for the 2026 flagship remain available in the dedicated model section.

What the collaboration demonstrates

The partnership’s most recognizable elements are original content, special automotive builds, wearable design and fan-first events. Each has a different role: the Content House supports creator storytelling; the vehicle fleet connects design with team life; and live events give the community a chance to participate. Together, these activities make the partnership more substantial than a conventional sponsorship announcement.

Across these initiatives, the link between Lexus and 100 Thieves is visible in what the two organizations have made together: a creator setting, purpose-built vehicles, in-person programming and apparel. Each chapter adds something distinctive to the collaboration while giving audiences new ways to encounter the Lexus brand.

Primary sources

These announcements document the partners, dates and activities discussed above.

Editorial review: October 30, 2026 · Market and program details may change.