Lexus Just Brought Tunnel-Fit Energy to Luxury Marketing

Lexus teamed up with Russell Westbrook for Untouchable, a new campaign made with Amazon Ads and Team One that dropped during the debut of NBA on Prime.

The 30-second spot captures Westbrook’s tunnel swagger and Lexus’ “Standard of Amazing” spirit, showing that real confidence isn’t just about power on the court but how you carry yourself off it.

The collab goes beyond the ad. Lexus is sponsoring FitCheck, a new NBA on Prime segment celebrating the pre-game runway moments that made Westbrook a cultural icon.

Luxury used to mean status. Now, it looks a lot more like self-expression. More on it here.