Esports org 100 Thieves is tackling the luxury industry in a major way.
Roughly a week after unveiling the first launch from its multi-faceted collab with Italian fashion house Gucci, the company has pacted with Lexus as its first luxury automotive brand partner.
As part of the sponsorship, 100 Thieves’ content house has been renamed the Lexus Content House, and members Valkyrae and Fuslie have been named Lexus ambassadors.
The newly-christened content house is where several 100 Thieves members call home in Los Angeles, and marks a separate facility from the similarly-sponsored 100 Thieves Cash App Compound, the company’s facility for esports training, apparel design and retail, video production, and business HQ.
“Lexus sees an authentic connection between vehicles, culture and premium lifestyle,” Lexus’ VP of marketing Vinay Shahani said in a statement. “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.”
In addition to Lexus and the Cash app, 100 Thieves also has brand deals in place with Boston Beer Company and AT&T.
You can check out the partnership reveal right here:
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