Lexus Introduces a Multi-Year Partnership with the World Surf League

Lexus and the World Surf League (WSL) have announced an expanded multi-year partnership that will strengthen their shared commitment to innovation, excellence, and performance. Under the new agreement, Lexus will serve as the title partner for five major WSL events in 2025, including the WSL Awards, Pipe Pro, Trestle Pro, US Open of Surfing, and WSL Finals.

Building on its role as the Official Automotive Partner of the WSL in North America since 2024, Lexus will now extend its presence globally, reaching Fiji’s legendary Cloudbreak for the 2025 WSL Finals.

“Lexus and the WSL are united by a shared drive for innovation, excellence, and performance,” said Lisa McQueen, Lexus Marketing Media Manager. “This expanded partnership allows us to elevate the fan experience, creating incredible moments for the surf community.”

Cherie Cohen, WSL Chief Revenue Officer, added, “We’re kicking off the 2025 season with Lexus at Pipe and couldn’t be more excited to build on this partnership for years to come.”

To celebrate the partnership, Lexus debuted the Surf LX, a one-of-a-kind luxury adventure SUV, at the 2025 Lexus Pipe Pro in Oahu, Hawaii. Inspired by surf culture and designed with input from professional surfer and Lexus ambassador Griffin Colapinto, the Surf LX blends high-end craftsmanship with rugged, real-world functionality.

“Surfing is about being in tune with your environment and enjoying the ride—just like the Surf LX,” said Colapinto. “It’s built for adventure, with the power and versatility any surfer could want.”

Key Features of the Lexus Surf LX

• Coastal Aesthetic – A matte blue exterior, white roofline, and black accents evoke the movement of ocean waves and sandy shores.
• Durable Elegance – Genuine leather upholstery, custom 20-inch gray wheels, and 33-inch all-terrain tires ensure durability against sand, saltwater, and the elements.
• Gear-Optimized Storage – A redesigned trunk with slide-out cargo storage, surfboard rack, built-in cooler, waxing table, and turf changing mat keeps surf essentials organized. Ventilated compartments help store wetsuits, towels, wax, and sunscreen odor-free.
• Custom Exo-Cage & LED-Lit Rear Ladder – Provides easy roof-rack access for pre-dawn and post-sunset surf sessions.

With this bold partnership expansion and the introduction of the Surf LX concept, Lexus is redefining the intersection of luxury, adventure, and surf cultu