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Lucid Group has unveiled a new collaboration with basketball stars Jalen Brunson and Josh Hart, marking the latest evolution of its campaign celebrating those who push boundaries and redefine performance. The partnership debuts with high-impact out-of-home and social activations surrounding the New York Knicks’ home opener against the Cleveland Cavaliers.
Key Highlights
- Lucid partners with NBA stars Jalen Brunson and Josh Hart for its newest brand campaign.
- Debut coincides with the Knicks’ home opener on October 22.
- Campaign aligns Lucid’s values of excellence, innovation, and precision with the athletes’ performance mindset.
- Builds on the ongoing “Driven” campaign featuring Timothée Chalamet.
Lucid’s Senior Vice President of Marketing, Akerho “AK” Oghoghomeh, emphasized how Brunson and Hart embody the spirit of the brand:
“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.”
The collaboration showcases how precision engineering and athletic excellence align — celebrating individuals who strive to perform at the highest level, whether on the court or behind the wheel. It also represents a strategic move into cultural arenas that fuse sport, fashion, music, and film, connecting Lucid to broader lifestyle audiences.
Brunson shared his admiration for the automaker’s relentless drive:
“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.”
Hart echoed that sentiment:
“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.”
This latest collaboration reinforces Lucid’s position as a leader in electric performance and cultural influence, blending ambition, design, and innovation into one unified vision.
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