Esports lifestyle brand 100 Thieves have announced their partnership with luxury carmaker Lexus on their Twitter as well as a video starring their content creators Valkyrae, Fuslie, Yassuo and Enable.
What this partnership means for both parties
100 Thieves have stated that Lexus will be their official luxury auto partner as well as the sponsor of their content house which will be renamed Lexus Content House.
As part of the collaboration, 100 Thieves content creators Rachell “Valkyrae” Hofstetter and Lesli “Fuslie” Fu will become Lexus ambassadors with both sides collaborating on content they produce.
Statements from both brands stress the importance of an authentic connection between gaming culture and a premium lifestyle as well as innovative and high-quality content. Lexus will benefit from this collaboration by reaching a younger audience. 100 Thieves will continue their trend of partnerships with luxury brands: this announcement comes hot on the heels of their Gucci backpacks. 100 Thieves are well on the way of cementing their presence as an esports organization specializing in lifestyle content and merchandise.
The two brands have worked together before at the beginning of this year. On January 14th, Fuslie had a Lexus-sponsored Twitch stream where the audience chose the design parameters for a dream gaming car as part of Lexus expanding their All In campaign into the gaming market. Just a month later, Fuslie was able to present the Lexus Gamers’ IS, designed according to what the gamers wanted.
With Balenciaga and Burberry making deals with Twitch, it is not surprising to see luxury brands trying to entice this young and affluent segment. 100 Thieves perhaps have an early advantage here, having already branded themselves as a lifestyle company at the risk of sacrificing their competitive creed, and already have experience working with luxury brands to offer highly-priced goods to their supporters.