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Surf’s Up, Cars and All: Lexus Rides the Wave with World Surf League in a Swanky New Partnership

OAHU, Hawaii – Tide Meets Tech: Lexus and Surfing Giants Hang Ten Together

On the sun-kissed shores of Oahu, a new wave of partnership has just crested: Lexus, the emblem of automotive luxury, and the World Surf League (WSL), guardians of the gnarliest waves, have officially announced their partnership, setting the stage for an epic 2024 WSL Championship Tour season. The high-end carmaker is diving into the surf scene as the Title Partner of the Lexus Pipe Pro and the official ride of the Sunset Pro.

“We’re stoked to have Lexus fueling our 2024 kickoff as our Title Partner,” exclaimed Cherie Cohen, WSL’s chief revenue officer. “This is more than a sponsorship; it’s a shared surfboard on the wave of perfection and excellence. Lexus’ rugged yet luxurious all-new GX is sure to make a splash with our fans and athletes alike.”

This partnership will debut the 2024 Lexus GX 550, showing off its sleek features in on-site activations during the WSL’s Hawaii competitions. Fans will get an up-close look at this beauty on the beach, showcasing what happens when cutting-edge design meets surf sand.

Greg Kitzens, Lexus Marketing’s general manager, added, “Both Lexus and the World Surf League champion innovation and performance at their core. We’re excited to roll out our newest model, the GX, alongside the sport’s top surfers and the dedicated fans who share our passion for amazing experiences.”

The partnership also includes a collaboration with Complex Networks, offering VIPs and athletes at the Lexus Pipe Pro an elevated dining experience, celebrating the artistry of local chefs. Complex and First We Feast will share this culinary ride on their social channels.

Kirsten Atkinson, Complex VP of Brand Partnerships, said, “As the premier voice of youth culture, our partnership with Lexus will boost surfing’s popularity among our young and diverse audience. We’re riding the wave of the sport’s cultural shift, spotlighting key players and offering our global community exclusive access to major events.”

Joining the swell will be Yeti, marking its second year alongside the WSL. They will be presenting the Pipe Pro, bringing custom engraving and charitable initiatives to the beach. Their new flagship store in Honolulu will also be a hotspot, featuring official merchandise and supporting WSL CT Athlete, John John Florence.

Fashion isn’t left behind, with Florence Marine X and Vissla suiting up as the official apparel partners of the Lexus Pipe Pro. Other notable partners include Apple Watch, Red Bull, Shiseido, and many more, each adding their unique flavor to this high-tide event.

The 2024 WSL Championship Tour season kicks off on January 29 with the Lexus Pipe Pro Presented by Yeti. Fans can catch the action LIVE on various channels, including the WSL’s YouTube channel and app, making sure no one misses a single wave or wheel in this thrilling new partnership.

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