The athletic brand came together with Wakanda Forever costume designer Ruth E. For the world premiere, Lexus and the Adidas School for Experiential Education in Design paired with Carbon and influential automotive virtual designer Jon Sibal to cook up another custom vehicle, the hybridized Lexus RX 500h.Īdidas did even more connected with the sequel.
While Lexus had its own separate commercial, directed by Lexus/Marvel spot filmmaker Anthony Leonardi III (previous Lexus-Marvel spots include the Kumail Nanjiani “Parking Spot” ad for Eternals), spotlighting its 2023 electric Lexus RZ 450e starring Wakanda‘s Dora Milaje and its General Okoye (Danai Gurira), there was another.Īdidas teamed with Lexus to design the interior of a Lexus LC 500 Convertible, with Kansas City Chiefs wide receiver JuJu Smith-Schuster rolling up in it. Traditionally, big merchandise companies have their own individual bespoke messages they want to transmit to consumers laced in the co-branding with a big Marvel movie. Rarely, if ever, have two promo partners teamed for a commercial synced to a major tentpole movie. The anomaly in this promotional partner campaign is the link-up between Lexus and Adidas. Given the female independence and STEM themes in the MCU title, Disney’s Global Partnership Marketing and Strategy group went after those demos and more head-on with a lineup of best-in class advertisers such as Lexus, Adidas, Target, Procter & Gamble, Mastercard, Mac Cosmetics, the NBA, McDonald’s, Xbox and Sprite Zero these brands are a mix of returning and frosh partners for the Mouse House.
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