Lucid Motors Partners with NBA Stars Jalen Brunson and Josh Hart in New “Driven” Campaign
EV innovator teams up with New York Knicks duo to celebrate performance, precision, and ambition
NEWARK, Calif. — Lucid Group, Inc. (NASDAQ: LCID), the California-based maker of luxury electric vehicles, has announced a new collaboration with NBA stars Jalen Brunson and Josh Hart, expanding its ongoing marketing campaign that celebrates those who refuse to settle for the status quo.
The partnership will debut through out-of-home ads and digital activations timed with the New York Knicks’ home opener against the Cleveland Cavaliers on October 22, connecting Lucid’s precision engineering with athletic performance and culture.
A Shared Drive for Excellence
Lucid’s Senior Vice President of Marketing, Akerho “AK” Oghoghomeh, said Brunson and Hart embody the same commitment to excellence that fuels Lucid’s mission to build the world’s most advanced electric vehicles.
“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,” Oghoghomeh said.
Both players emphasized parallels between their athletic mindset and Lucid’s relentless innovation.
“To be one of the best, you have to be willing to do whatever it takes,” said Jalen Brunson, highlighting his commitment to constant improvement.
Josh Hart added, “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.”
Building on Lucid’s “Driven” Campaign
The collaboration follows the August launch of Lucid’s “Driven” campaign, which began with actor Timothée Chalamet as its global ambassador. With Brunson and Hart, Lucid aims to deepen its connection between sport, fashion, and innovation—appealing to audiences where EV technology meets culture.
The campaign’s visuals and videos will appear across New York City billboards, social media, and Lucid’s digital platforms, including Instagram, X, and YouTube.
Lucid’s Vision in Motion
Founded in Silicon Valley, Lucid continues to push boundaries in electric vehicle design and performance. Its award-winning Lucid Air and upcoming Lucid Gravity SUV combine luxury aesthetics with industry-leading efficiency and range. Both models are built in Lucid’s vertically integrated manufacturing facility in Arizona.
The partnership underscores Lucid’s broader brand message — that whether on the court or the road, precision and performance are non-negotiable.
For campaign updates, visit lucidmotors.com or follow Lucid on Instagram, X, and YouTube.
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