Driven by Greatness

Lexus has announced its partnership with two of Japan’s premier athletes—footballer Wataru Endo and surfer Kanoa Igarashi—marking a new direction in its branding strategy that emphasizes precision, global reach, and Japanese pride.

Endo, captain of the Japanese national football team and midfielder for Liverpool FC, is fresh off a league title in the 2024–2025 Premier League season. For him, the collaboration with Lexus is more than a commercial tie-in. “The first car I drove as a professional was a Lexus,” he shared, noting that driving one in the UK brings him pride as a Japanese athlete abroad.

Igarashi, who made waves as the youngest and first Asian surfer to qualify for the World Surf League Championship Tour in 2016, has remained a constant on the global surfing stage. The Tokyo 2020 Olympic silver medalist and 2022 ISA World Champion says Lexus complements his drive to explore untamed surf. “For surfers, the car is almost part of your body,” he said. “Lexus helps me chase waves no one’s ever ridden before.”

Both athletes reflect Lexus’ vision of excellence beyond traditional motoring. Endo’s international career—from Yokohama to Germany, Belgium, and now England—mirrors Lexus’ global expansion. Igarashi, based in California, brings an East-meets-West narrative that aligns with the brand’s evolution.

Lexus says the partnership goes beyond endorsements, aiming instead to support individuals whose determination and discipline match its values. In choosing figures who excel on land and in water, the company underscores its commitment to performance, ambition, and global relevance.