Lucid has teamed up with New York Knicks teammates Jalen Brunson and Josh Hart for a new marketing campaign. The collaboration is timed to debut around the Knicks’ home opener against the Cleveland Cavaliers on October 22, featuring out-of-home and social media promotions built around the Lucid Gravity SUV.
In the campaign, Brunson and Hart appear alongside the upcoming Gravity SUV, Lucid’s new all-electric model expected to enter production later this year. The two players emphasize qualities like dedication, adaptability, and a constant drive for improvement—traits Lucid seeks to highlight in its brand identity.
“To be one of the best, you have to be willing to do whatever it takes,” Brunson said. “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 added that success requires the unseen effort behind every achievement. “It’s about work ethic, creativity, determination and pushing to new limits,” he said. “I’ve seen all of that and more at Lucid—they push boundaries to create the best cars in the world.”
This marks the latest phase in Lucid’s broader “Driven” campaign, which launched earlier this year with actor Timothée Chalamet as the company’s first global brand ambassador. These partnerships reflect a growing effort by Lucid to position itself beyond the automotive world and into the broader cultural landscape as it attempts to gain a larger foothold in the EV market.
