LEXAR
Taking the lead Lexar is celebrating its 30th anniversary in business and as well as innovating with new products, the company has announced an exciting collaboration with an international football team.
Lexar has been a trusted name in storage solutions for 30 years. As the company celebrates its 30th anniversary, it has launched new products, as well as agreed a new partnership with a world- leading football team, as Tim Stevenson, Lexar’s sales director – UK, Ireland & Nordics, explains.
Lexar has built its reputation on three core values – professionalism, innovation and service – delivering storage solutions that evolve with the needs of photographers, filmmakers, gamers and mobile creators. New products were launched at CES 2026 – what were they? TS: The key highlight of Lexar’s CES 2026 announcement is not just individual products, but a clear storage direction for the AI era. We introduced AI Storage Core as a new design approach, alongside early product directions such as AI-Grade SSDs and AI-Grade USB drives, while also showcasing products that support today’s core creator, gaming and mobile workflows. Together, these solutions reinforce Lexar’s leadership in delivering highly reliable, high-performance storage across diverse workflows, from action content capture to high-speed gaming to everyday mobile creation.
News in the Channel: Lexar is celebrating its 30th anniversary –
Tim Stevenson
what celebrations are planned? Tim Stevenson: Lexar is exploring digital content, brand experiences and campaign opportunities in selected key markets. As part of our exciting partnership with the men’s Argentina national football team, co-branded products are also planned, allowing fans to engage with the team through product experiences. Specific initiatives and regional plans will be announced progressively. People will soon see Argentina-themed promotions with Lexar across retail channels in the UK, Europe and globally. Customers will also have the opportunity to receive exclusive Argentina-related benefits and gifts when purchasing our products by interacting with our social media accounts. Many businesses don’t make it to 30 years – what you do you put Lexar’s success down to? TS: Since 1996, Lexar has evolved from a pioneer in memory card standards into a global brand shaping the workflows of creators, gamers, professionals and next-generation smart devices. I think Lexar’s success and longevity comes down to value leadership. For 30 years,
lexar.com
The key highlight of Lexar’s CES 2026 announcement is not just individual products, but a clear storage direction for the AI era. “ ”
How important is AI in the development of new products?
TS: In the AI era, storage requirements for edge storage are evolving around three key pillars: high performance, high stability and high convenience. High performance: on-device AI large model computations demand higher data transfer speeds. Taking dashcams as an example, traditional storage only needed to save data. In the AI era, storage must analyse objects in real time, enabling decision-making while recording. High stability: as AI-powered terminals become more diverse, such as autonomous
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