Lucid Partners with NBA Stars Jalen Brunson and Josh Hart

A powerhouse partnership electrifies the crossroads of performance and culture.

Lucid Group, (NASDAQ: LCID), maker of the world’s most advanced electric vehicles, today announced a high-profile collaboration with NBA superstars Jalen Brunson and Josh Hart the dynamic New York Knicks duo as part of its expanding marketing campaign that celebrates individuals who redefine excellence and refuse to settle for the status quo.

The collaboration debuts just in time for the New York Knicks’ home opener against the Cleveland Cavaliers on October 22 at Madison Square Garden. To mark the moment, Lucid is rolling out bold out-of-home visuals across New York City, complemented by a digital cross-platform blitz across Instagram, X, and YouTube that amplifies the campaign’s message of ambition and innovation.

Crossing the Court to Culture

The partnership underscores Lucid’s mission to blend precision engineering with human performance and creativity. The campaign, which builds upon the brand’s acclaimed “Driven” marketing series launched with actor Timothée Chalamet in August, merges automotive innovation with the cultural pulse of professional basketball and design-forward consumers.

Akerho “AK” Oghoghomeh, Senior Vice President of Marketing at Lucid, said:
“Jalen and Josh are two of the NBA’s brightest stars, bringing the same commitment to excellence, performance and precision that drives our mission at Lucid. This dynamic duo is constantly adapting their game and defying expectations both on and off the court. Their drive inspires Lucid and we could not be more excited to be running the court with two of the league’s best.”

From coordinated creative shoots to personality-driven digital activations, the collaboration conveys how Lucid’s vehicles, such as the sleek Lucid Air sedan and performance-optimized Gravity SUV, embody the same adaptive sophistication and discipline found in elite sports.

Voices of Dedication and Drive

Speaking about the partnership, Jalen Brunson said:
“To be one of the best, you have to be willing to do whatever it takes. It’s a commitment to improving every day and never accepting that you can’t reach that next level. I see that same passion for excellence in Lucid.”

Echoing his teammate’s sentiment, Josh Hart added:
“To me, success is defined by everything you do before ever stepping on the court. It’s about work ethic, creativity, determination and pushing to new limits. I’ve seen all of that and more at Lucid  they push boundaries to create the best cars in the world.”

Together, the Knicks’ backcourt duo and Lucid reflect a shared ethos: progress built on relentless practice, precision, and purpose. The campaign bridges athletic excellence and automotive engineering  celebrating how power and performance can thrive when creativity leads the game.

The “Driven” Campaign and Beyond

The collaboration with Brunson and Hart expands Lucid’s visionary marketing platform, “Driven.” Launched in August with an eye-catching campaign starring Timothée Chalamet, the series explores how forward-thinking creators, athletes, and artists embody Lucid’s mantra of “Refuse to Settle.”

Lucid Motors explained:
“Together, Hart, Brunson, and Lucid illustrate how precise performance, cultural influence, and athletic excellence come together  on the court, on the road, and in the moments that move individuals.”

The decision to unveil this campaign around the Knicks’ home opener was strategic  merging one of the NBA’s most visible teams with New York’s vibrant cultural landscape, powered by Lucid’s commitment to fusing technology and lifestyle.

Industry analysts see the move as both a brand-building exercise and a reinvigoration of Lucid’s visibility among new audiences. Amid competitive EV market noise, the company is ensuring that its messaging appeals to both performance purists and cultural trendsetters, reinforcing Lucid as a nexus of passion, design, and progress.

What’s Next for Lucid

This latest initiative follows a string of high-impact partnerships and expansion milestones for the automaker. In 2025, Lucid began large-scale deliveries of its Gravity SUV in North America, announced technological collaborations within mobility networks such as Uber Technologies , and continued to grow an ecosystem of ambassadors representing a refusal to compromise on craft and character.

By stepping into the cultural dialogue alongside athletes like Brunson and Hart, Lucid demonstrates a new approach to brand storytelling one that connects world-class engineering to drive and attitude.

Fans and prospective drivers can follow the partnership’s exclusive content on Instagram, X, and YouTube, where clips from the campaign will debut throughout the Knicks’ 2025–26 season.