Lexus and the World Surf League recently announced that the luxury automaker is the title partner of the Lexus US Open of Surfing and the Lexus WSL Finals. This exciting partnership is a savvy move. Cherie Cohen, WSL Chief Revenue Officer, describes it best, saying: “Lexus and the WSL share a passion for innovation and performance at the highest levels and this extended relationship allows us to focus on delivering amazing experiences to our fans.”
To bring those moments to life, Lexus and WSL tapped Complex to create the Lexus House. This event space will act as a premiere destination for community-building at the 2024 Lexus US Open of Surfing in Huntington Beach, Calif. From Saturday, August 3 through Sunday, August 11, the free space will allow attendees to catch all the surfing activities while enjoying small bites and select product giveaways.
The Lexus House will also feature a capsule collection from LA-based clothing brand Free & Easy, which will display beach towels, surfboards, premium apparel and much more. There will also be exclusive programming. Pro surfer Kaniela (Kani) Stewart will stop by as well as on-the-sand surf lessons led by Nathan Fluellan, founder of A Great Day in the Stoke – the largest public gathering of Black surfers assembled annually in Huntington Beach.
“This partnership builds on Complex’s legacy of facilitating unique collaborations, premium content and curated IRL experiences that engages loyal superfans and attracts growth audiences,” says Kirsten Atkinson, Complex Head of Brand Partnerships, Sales.
Check out the dates and times for some of the Lexus House events.
WHEN: Saturday, August 3 - Sunday, August 11, 2024 | 8 am – 4 pm (contingent on weather)
8/3 & 8/9, 12 – 4 p.m.: On-the-sand surf lessons with A Great Day in the Stoke
8/8, 11:30 a.m. – 12:30 p.m.: Athlete signing with pro surfer Kaniela Stewart
WHERE: South of the Huntington Beach Pier, located at 1 Main St. | Huntington Beach, CA 92648