The MY22 Lexus NX launch campaign is focused on the idea that life isn’t about having it all but prioritizing and focusing on exactly what matters. It’s not enough to work hard. You have to hustle. With this in mind, we turned to 100 Thieves, the premium lifestyle brand and gaming organization, and asked: 

What if Lexus turned 100 Thieves’ championship winning hustle into an artform—that’s driveable.  

In the summer of 2021, 100 Thieves cemented their place in esports history winning the League of Legends Championship Series, a feat that was three years in the making. To celebrate the team’s hustle, we made the Thieves NX. 

The Thieves NX is a completely customized 2022 NX 350 F SPORT Handling AWD. The exterior features our Champion Print. The Champion Print was created by inputting the raw player data from 11 of the team’s winning playoff matches into a generative design tool. We then transformed 100 Thieves’ signature geo-print into the first design to be generated by championship game play. 

The Thieves NX interior features 100 Thieves’ themed embossed headrests, cargo mats, puddle lamps, door sills and more.