Lucid Motors has announced an all-new brand partnership with NBA stars Jalen Brunson and Josh Hart, celebrating a shared commitment to performance, precision, and perseverance. The collaboration, launched alongside the New York Knicks’ 2025–26 season opener, marks a fresh chapter in Lucid’s strategy to merge high-performance electric luxury with sports culture and lifestyle appeal.
“Jalen and Josh are two of the NBA’s brightest stars, bringing the same commitment to excellence that drives our mission at Lucid,” said Akerho “AK” Oghoghomeh, the company’s Senior Vice President of Marketing. The partnership forms part of Lucid’s expanding “Driven” campaign, which positions its cars as more than just vehicles, they’re symbols of ambition and artistry.
The Perfect Match of Power and Precision
Brunson and Hart, teammates known for grit and teamwork on the court, fit seamlessly with Lucid’s brand identity. Their work ethic and focus mirror the meticulous engineering behind the Lucid Air and upcoming Gravity SUV. “To be one of the best, you have to be willing to do whatever it takes,” Brunson said, while Hart added, “Success comes from pushing limits, and I see that same energy in Lucid.”
This partnership comes at a pivotal time for the EV startup. The company recently posted its best quarter yet, driven by the rollout of its long-delayed Gravity SUV. But while momentum is building, challenges remain, including the need to scale production and manage costs as incentives tighten.
Expanding Reach and Brand Presence
Lucid is broadening its physical footprint alongside its marketing ambitions. The automaker has opened new Studio and Service Centers in San Jose and San Diego, deepening its California presence and improving aftersales support. The company sees these expansions as vital steps toward building long-term credibility and customer trust in key U.S. markets.
The brand’s next major challenge lies in its future lineup. Three all-new midsize EVs are planned to broaden the brand’s reach beyond its current luxury niche, if it can secure the necessary funding.
Why It Matters
The Brunson–Hart collaboration isn’t just a celebrity endorsement, it’s a carefully calculated move to humanize the Lucid brand and connect its story to a broader audience. The partnership taps into themes of teamwork, endurance, and precision, the same qualities Lucid wants to embody as it grows from a niche player to a true global contender.
In an era when luxury EVs are increasingly defined by personality as much as performance, Lucid’s courtside debut shows that ambition and athleticism can share the same electric DNA.
