As Lucid Motors seeks to elevate its position in the luxury electric vehicle market, the innovative automaker has announced a strategic partnership with NBA stars Jalen Brunson and Josh Hart, set to launch October 20, 2025.
The collaboration, which extends Lucid’s “Driven” campaign initiated in August 2025, represents a calculated move to align the brand’s commitment to uncompromising performance with the athletes’ reputation for excellence and determination.
Marketing activations will debut during the New York Knicks home opener on October 22, 2025, featuring bold out-of-home advertising complemented by social-first content centered around basketball events.
Lucid’s senior marketing leadership emphasized how the athletes’ adaptability, precision, and ambition mirror the core values that drive the company’s innovative approach to electric vehicle technology.
The synergy between elite athleticism and cutting-edge technology defines our partnership—both pursuing excellence without compromise.
Brunson, known for his exceptional work ethic, stated that his “commitment to improving every day” parallels Lucid’s pursuit of next-level electric vehicle technology.
Hart similarly reflected the brand’s philosophy by defining success through off-court preparation and creative boundary-pushing, attributes that Lucid embodies in its vehicle design and engineering processes.
The partnership positions Lucid at the intersection of innovation, sport, fashion, music, and film culture, targeting an audience that spans sports enthusiasts, cultural tastemakers, and luxury electric vehicle consumers. The collaboration will leverage consistent content creation across platforms to build a recognizable brand narrative that resonates with potential buyers. The campaign focuses on celebrating those who refuse to settle for the status quo in both sports and automotive excellence.
This strategic collaboration follows Lucid’s previous engagement with cultural icons like Timothée Chalamet, signaling the brand’s intention to transcend the automotive sector and engage with broader lifestyle and cultural segments. Lucid has ensured all promotional materials will be properly licensed through performance rights organizations to avoid any copyright issues with music used in their campaign content.
Fans will have opportunities to schedule demo drives of the new Lucid Gravity at various locations as part of the engagement strategy.
