Lexus and the World Surf League (WSL) have announced an expanded multi-year partnership, marking an exciting chapter for both brands as they unite to elevate the sport of surfing. Beginning in 2025, Lexus will step into the role of title partner for five premier WSL events, including the WSL Awards, Pipe Pro, Trestle Pro, US Open of Surfing, and the WSL Finals. Additionally, Lexus will broaden its influence beyond North America to the scenic waters of Fiji, serving as a major partner at the much-anticipated WSL Finals at Cloudbreak.
“Lexus and the WSL are united by a shared drive for innovation, excellence, and performance,” said Lisa McQueen, Media Manager for Lexus marketing. “This expanded partnership will allow us to elevate the fan experience to new heights, creating amazing moments for the surf community.”
The collaboration, which began in 2024 with Lexus serving as the Official Automotive Partner of the WSL in North America, highlights a deepening relationship. Cherie Cohen, Chief Revenue Officer of the WSL, expressed her excitement for the future. “We are kicking off the 2025 season alongside Lexus at Pipe and couldn’t be more excited to continue to build on this partnership with Lexus for years to come,” Cohen said.
This partnership represents a shared commitment to celebrating progression and performance at the highest levels of surfing. Fans can look forward to enhanced experiences that combine Lexus’s cutting-edge approach with the WSL’s passion for the sport.
Introducing the Lexus Surf LX Concept Vehicle
The 2025 Lexus Pipe Pro on the shores of Oahu, Hawaii, set the stage for another major announcement—Lexus unveiled its latest innovation, the Surf LX concept vehicle. Designed for coastal enthusiasts, the one-of-a-kind luxury SUV is a seamless blend of functionality and surf culture-inspired aesthetics.
“Surfing is all about being in tune with your environment and enjoying the ride—much like what Lexus has achieved with the Surf LX,” said Griffin Colapinto, professional surfer and proud Lexus ambassador. “This vehicle isn’t just an SUV; it’s made for adventure, with the power and versatility any surfer could ever want or need.”
The Surf LX is not only a vehicle but a statement, built to enhance the lifestyle of surfers and coastal adventurers. The SUV boasts a striking matte blue exterior accented with a white roofline and black detailing, evoking the natural beauty of breaking waves and sandy shores. For rugged functionality, it features genuine leather upholstery, custom 20-inch gray wheels, and 33-inch all-terrain tires that withstand sand, saltwater, and harsh environmental conditions.
Purpose-built for the surf lifestyle, the SUV includes innovative gear-ready solutions. The fully optimized trunk offers slide-out cargo storage, a surfboard rack, a built-in Dometic cooler, a waxing table, and a turf-covered changing mat. With ventilated compartments for wetsuits, towels, surf wax, and sunscreen, the storage ensures every essential is organized and odor-free.
To further enhance accessibility, the Surf LX includes a custom exo-cage and an LED-illuminated rear ladder, perfect for securing gear on the roof rack during early-morning or post-sunset sessions. “The Surf LX is designed for adventure, combining power and versatility every surfer needs,” Colapinto added.
With the unveiling of the Lexus Surf LX and the expanded collaboration with the WSL, Lexus continues to push boundaries in innovation and partnership. Whether advancing the sport of surfing or creating vehicles for seamless coastal adventures, Lexus and the WSL are proving to be a powerful duo dedicated to elevating performance, community, and the spirit of exploration.
