Lucid Motors has announced a partnership with NBA players Jalen Brunson and Josh Hart of the New York Knicks. The new project is part of the Driven campaign, which highlights how success rests on precision, endurance, and a relentless pursuit of excellence—values that matter just as much in sport as they do in automotive engineering.

The collaboration debuted on the opening day of the 2025–2026 NBA season, a considered step for Lucid as it looks to fuse athletic energy with its premium electric cars. The brand’s vice president of marketing noted that both athletes reflect Lucid’s philosophy centered on making the impossible possible. The timing underlines a clear intent to tie performance imagery to electric luxury in a way that feels more purposeful than decorative.

For Brunson and Hart, the idea of testing limits is second nature; Brunson emphasized that to be the best, you have to push beyond boundaries. Their personas are paired with the Lucid Air and the new Gravity SUV, presented as symbols of power and advanced technology. The matchup reads as a natural fit, aligning competitive mindset with engineering focus.

The partnership also strengthens the brand’s footing in the United States: Lucid is opening new studios and service centers in California and preparing three new mid-segment models. That context makes the campaign feel less like a one-off and more like part of a broader push.

Lucid is turning marketing into craft: its work with the NBA is framed as more than advertising, a way to show that electric cars can inspire with the same intensity as elite sport.