The partnership centered on bridging sport and community, moving beyond traditional sponsorship to curate a space for young, diverse fans. Kirsten Atkinson, Senior Vice President of Brand Partnerships and Sales at Complex, noted that the collaboration has evolved into a force for shaping how the sport is experienced on the ground.
Lexus and Complex Anchor Surf Culture in Huntington Beach
Under the California sun, the Lexus House served as the epicenter of the 2026 US Open of Surfing, marking three years of collaboration between the automotive brand and Complex. The nine-day activation replaced standard hospitality with the Japanese philosophy of Omotenashi, drawing crowds to the intersection of surf, fashion, and craftsmanship.
Design legend Jeff Yokoyama headlined the creative programming, debuting a capsule collection of upcycled apparel and a one-of-one surfboard that drew the event's largest gatherings. The space also hosted meet-and-greets with surf ambassadors Griffin Colapinto and Caroline Marks, while attendees explored a custom "Surf LX" vehicle displayed alongside the LX 600, GX 550, and IS 350 models. Culinary Master Tiffany Derry rounded out the experience, providing a premium hospitality element that underscored the focus on detail and craft.
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