Lexus has launched “Untouchable,” a new :30 spot featuring NBA star Russell Westbrook, the undisputed godfather of the tunnel fit. The spot, developed in partnership with Amazon Ads and Team One premiered on Prime Video, as the inaugural season of NBA on Prime tipped off with a doubleheader: Boston Celtics vs. New York Knicks and the Los Angeles Lakers vs. Minnesota Timberwolves.
In sports, as in life, it’s not just how you play the game — it’s how you arrive for it. The walk through the tunnel has become a cultural stage, where what you wear reflects who you are and how you show up. “Untouchable” celebrates that same energy: the confidence you feel when style, performance, and presence align. Because a car, like personal style, isn’t just about appearance. It’s about how it makes you feel. That’s the Standard of Amazing.
The spot is part of a larger media partnership with Amazon, that will see:
- The custom creative run across Prime Video’s full slate of NBA coverage including regular-season games, Black Friday games, the NBA Cup, and the NBA Playoffs.
- Lexus sponsoring “FitCheck,” Prime’s new segment spotlighting the pre-game tunnel moments that have become one of sports’ most iconic stages.
Together, these season-long integrations create meaningful opportunities for Lexus to connect with basketball fans in authentic, organic ways that enhance the live sports experience.
“At Lexus, we believe the true measure of a car isn’t just in its performance. It’s in how it makes you feel,” said Lindsay Smelser, general manager, Lexus marketing. “That philosophy inspired our collaboration with Amazon and Russell Westbrook. Just as athletes use style to evoke confidence and unlock their best, we design our vehicles to spark that same feeling of power and possibility.”
“We value the opportunity to partner with brands and bring together innovation and storytelling to elevate the fan experience,” said Amy McDevitt, Head of Sports Partnership, Amazon Ads. “With the launch of NBA on Prime, we’re enabling brands to connect with engaged audiences—before, during, and after the game—through authentic, organic integrations that enhance how consumers experience live sports.”
“Tunnel fits have become one of the most exciting crossovers of culture and sport—where fashion, confidence, and performance collide,” said Amanda Abrams, Executive Creative Director, Team One. “Alongside Lexus and Amazon, we tapped into a cultural movement with Russell Westbrook—the icon who started it all—to celebrate that intersection in a way that feels fresh and especially fun.”
