Thieves NX

Lexus + 100 Thieves


How does a luxury car brand get an E-Sports team at the top of their game to not just drive their vehicle but to champion it? You give them a trophy they can drive. Created from their winning gameplay data.


To celebrate 100 Thieves’ epic longshot-to-champion run in one of gaming’s biggest, fiercest competitions — the League of Legends Championship — Lexus wanted the team to have more than a memento of their win, their hustle. On the surface, this vehicle is a cool, graphic car. But also on the surface, it’s a detailed story of player actions and movements during the playoff run. Data was pulled from the games, ingested into a custom-built tool and turned into a one-of-a-kind pattern for the car.


It might be easy for a brand to attach themselves to a huge gaming moment. But Lexus chose to become a part of that story by giving it an entirely new platform to be told on —sheet metal. It’s a coded story for a mere 150 million League of Legends fans. Those fans showed their respect for the car and Lexus, celebrating it as a “W” across social platforms. This isn’t an easy-to-impress crowd. But when Lexus became the #1 brand gaining momentum with a younger audience in Ad Age-Harris Poll’s GenZ tracker, that’s definitely what we would call a win. In addition to that, the campaign received the Effie Award, proving its effectiveness.

“How Lexus is targeting younger buyers.”

“Lexus is leaning heavily into the digital and streaming space.”

“A bunch of gamers designed this Lexus NX.”

© Copyright 2023