Lexus becomes official partner of Hyrox North America

Lexus has entered into a partnership with Hyrox North America. The Japanese automaker joins the growing list of major brands embracing the fitness sport.

Hyrox is attracting increasing commercial interest as the event expands globally. North America is considered one of the fastest-growing markets, with participant numbers rising at every edition.

For Lexus, this is an opportunity to position itself in front of an active and financially strong audience. The brand is aligning its marketing strategy with the rise of functional fitness sports.

In practice, this means Lexus will have a visible presence at Hyrox events across North America. The exact details of the partnership and which events are first on the schedule have not yet been announced.