LEXAR
driving systems and humanoid robots, there is a greater need for product stability. This includes support for wider operating temperatures and enhanced shock resistance. In this regard, our AI Storage Core utilises advanced packaging technology to achieve an integrated design, offering greater durability. High convenience: in scenarios like AI PCs and humanoid robots, hot-swap support is essential. Our products are designed to meet this requirement as well. Tell us more about Lexar teaming up with the men's Argentina football team? TS: Lexar, as a brand born in the US, has always had a strong focus on the sports world. In the past, we have sponsored rally teams and Formula 1 teams. Beyond the alignment of shared values, we recognise that many sports fans are already among our core users – professional sports photographers, vloggers and content creators rely on Lexar products every day. Therefore, the partnership was a natural fit.
one through football’s ability to unite people across cultures, the other through technology that empowers creators, gamers, and professionals worldwide. After looking back at 30 years, what are Lexar’s future plans? TS: After 30 years, our focus is very clear: staying close to the consumer. The next phase for Lexar will be around three pillars. First, adapting to AI-driven usage. As AI moves into everyday devices like laptops and creator tools, storage needs to deliver more sustained performance and better efficiency. We are aligning our product portfolio to support those new usage patterns – without losing affordability. Second, smarter product segmentation. In a more volatile memory market, consumers need clarity. We will continue refining our product tiers – so users understand exactly what they’re buying and why. Third, strengthening retail and channel partnerships. We see long- term opportunity in Europe, and we will continue investing in localised marketing, validation programs and strong channel collaboration to ensure stable supply and competitive positioning. In short, our future is about practical innovation: making advanced storage technology accessible and reliable for everyday users. n
In a more volatile memory market, consumers need clarity. We will continue refining our product tiers – so users understand exactly what they’re buying and why. “ ”
Lexar is producing special co-branded products as part of
this collaboration? TS: Indeed, co-branded editions of the Lexar Air Portable SSD, Lexar SL500 Portable SSD, and Lexar D500 USB 3.2 are planned for release in the first half of 2026. They were created to help fans, creators and professionals capture and preserve the moments that matter. The two brands both inspire global audiences:
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