100 Thieves announce new \u201cluxury\u201d partnership with Lexus 100 Thieves100 Thieves, fresh off a collaboration with Gucci, are going the extra mile with a new partnership. The gaming and esports org named Lexus as their \u201cofficial luxury automotive partner\u201d on July 23. This new collaboration marks the first between 100T and a car company, as Lexus look to further involve themselves in the gaming world. Touching on the partnership, representatives from both organizations emphasized shared appreciations for \u201cquality and innovation.\u201d As part of the deal, the 100T content house will be renamed the \u201cLexus Content House\u201d and 100T streamers, Rachel \u2018Valkyrae\u2019 Hofstetter and Leslie \u2018Fuslie\u2019 Fu will become Lexus brand ambassadors. It remains unclear if these changes will mean 100T-branded cars for the two creators, but both orgs have focused on innovation \u2014 so never say never. As 100T founder and CEO Matthew \u2018Nadeshot\u2019 Haag explained, \u201cboth of our brands focus on quality and innovation within each of our industries.\u201d And, on Lexus\u2019s end, Marketing VP Vinay Shahani expressed that the company \u201csees an authentic connection between vehicles, culture, and premium lifestyle.\u201d This deal follows shortly after 100T\u2019s collaboration with Gucci, marking a quick and lasting dip into the luxury market for the brand. Known as a gaming and esports org committed to lifestyle content and merchandise, this is a step toward the upscale. And, for Lexus, a step toward a \u201cyounger audience.\u201d With brands like Balenciaga beginning to advertise on Twitch, this 100T and Lexus partnership is evidence of gaming\u2019s continued push into newer markets. For now, fans are probably just happy to wait and see if Rae and Fuslie start driving around in Lexus Thievemobiles.<\/p>\n","protected":false},"excerpt":{"rendered":"
100 Thieves announce new \u201cluxury\u201d partnership with Lexus 100 Thieves100 Thieves, fresh off a collaboration with Gucci, are going the extra mile with a new partnership. The gaming and esports org named Lexus as their \u201cofficial luxury automotive partner\u201d on July 23. This new collaboration marks the first between 100T and a car company, as […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-21760","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts\/21760","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/comments?post=21760"}],"version-history":[{"count":0,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts\/21760\/revisions"}],"wp:attachment":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/media?parent=21760"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/categories?post=21760"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/tags?post=21760"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}