In OAHU, Hawaii (January 21, 2026), Lexus and the World Surf League (WSL) joyously proclaim their novel alliance preceding the 2026WSL Championship Tour season. Lexus enters the WSL’s Championship Tour (CT), the paramount echelon of competitive surfing, as the Title Partner of the Lexus Pipe Pro, and an esteemed automotive partner of the Sunset Pro. The eminent luxury marque will also partake as an official collaborator of the annual WSL Awards, commemorating surfers’ extraordinary accomplishments from the bygone 2023 season.
“We are exhilarated to witness Lexus fuel our inaugural act of 2024 as our Title Partner!” expressed Cherie Cohen, WSL’s chief revenue officer. “This signifies more than just a sponsorship; it embodies a mutual dedication to the pursuit of perfection and the exaltation of distinction. The amalgamation of robust capability and opulence in the all-new GX is poised to resonate with our aficionados and athletes.”
Within this collaboration, Lexus will unveil its latest automotive creation, the 2024 Lexus GX 550, through immersive on-site initiatives throughout the WSL’s Hawaiian contests from January 29 to February 22, 2026. In conjunction with Complex Networks, enthusiasts will have the chance to scrutinize the vehicle via beachfront exhibits, granting an intimate glimpse into the avant-garde design characteristics that epitomize the Lexus brand.
“Both Lexus and the World Surf League extol innovation and performance at the zenith of their respective domains,” remarked Greg Kitzens, general manager, Lexus Marketing. “We eagerly anticipate showcasing the latest addition to our roster, the Lexus GX, whilst lauding the sport’s elite athletes and devoted enthusiasts who share Lexus’ ardor for extraordinary encounters.”
Lexus and Complex will additionally orchestrate a sophisticated culinary encounter at the Lexus Pipe Pro for VIPs and athletes to spotlight and applaud the gastronomic prowess and expertise of local chefs. Complex and First We Feast will further accentuate this experience on their social media platforms throughout the 2024 commencement.
“As the foremost voice of youth culture, we are thrilled to join forces with Lexus to amplify the ascendance and popularity of surfing amidst young and diverse enthusiasts,” articulated Kirsten Atkinson, Complex VP of Brand Partnerships. “As we continue to observe a cultural evolution in the sport, it remains imperative for us to spotlight pivotal contributors and furnish our global community with unparalleled access to pivotal junctures.”
Also signing on as a pivotal collaborator for the Lexus Pipe Pro is YETI. The WSL and YETI proudly uphold their second year of collaboration after a remarkably successful inaugural season. YETI will inaugurate its 2026 affiliation with an elevated position as the Presenting partner of the esteemed Pipe Pro. YETI will be engaging on-site at ʻEhukai Beach Park, presenting custom engravings with proceeds benefiting the Mauka to Makai Makaha Foundation. Moreover, YETI will be promoting the Lexus Pipeline Pro Presented by YETI in their novel flagship Honolulu store, vending official merchandise in support of their WSL CT Athlete, John John Florence.
Florence Marine X and Vissla assume the mantle of official apparel partners of the Lexus Pipe Pro. Each brand will usher in a new epoch of partnership through their North Shore validated and attested apparel throughout the Pipe duration and beyond. Other esteemed brand collaborators of this event encompass Apple Watch, Red Bull, Shiseido, EventBrite, 805 Beer, Cup Noodles, Bonsoy, Pacifco, Mananalu Water, Surfline, and Pura Vida.
The 2024 WSL Championship Tour season commences on January 29, 2026 with the Lexus Pipe Pro Presented by YETI. Enthusiasts can witness all the excitement LIVE on WorldSurfLeague.com, the WSL’s YouTube channel, and the complimentary WSL app. Additionally, refer to local listings for coverage from the WSL’s broadcast affiliates.
