Lucid Teams Up with Jalen Brunson and Josh Hart for New Campaign

Lucid Motors announces a collaboration with NBA players Jalen Brunson and Josh Hart, expanding its Driven campaign that connects performance, culture, and innovation.

Lucid Motors has announced a new collaboration with basketball players Jalen Brunson and Josh Hart, two of the NBA’s standout stars and leaders of the New York Knicks. The partnership will kick off on October 22, 2025, during the team’s home opener against the Cleveland Cavaliers. It forms part of Lucid’s broader marketing campaign that celebrates the refusal to compromise and the constant drive for excellence.

This initiative builds on Lucid’s ongoing “Driven” campaign, launched in August with actor Timothee Chalamet and director James Mangold. By turning to sports — a symbol of discipline, culture, and precision — Lucid aims to highlight how innovation and ambition intersect across different spheres of life.

Akerho Oghoghomeh, Lucid’s Senior Vice President of Marketing, emphasized that Brunson and Hart embody the same spirit of excellence and constant improvement that defines the brand. Their collaboration, he noted, feels like a natural extension of Lucid’s values.

The campaign will debut in New York with bold out-of-home placements and digital activations across Lucid’s social platforms. At its core, it celebrates the convergence of sport, culture, and technology — where the car becomes not just a means of movement but an expression of character and ambition.

Lucid continues to shape its identity through partnerships with individuals who, like the brand itself, never settle. Known for producing some of the most advanced electric vehicles in the world — including the Lucid Air and the new Lucid Gravity, both assembled in Arizona — the company’s collaboration with Brunson and Hart reflects a shared pursuit of precision, creativity, and forward motion.