Lucid Goes Courtside: New Collaboration with Basketball Superstars Brings Performance & Ambition Together Like Never Before

Rhea-AI Summary

Lucid (NASDAQ: LCID) announced a collaboration with NBA players Jalen Brunson and Josh Hart on Oct 20, 2025 to extend its "Driven" marketing campaign. The promotion debuts with out-of-home ads and social-first activations around the New York Knicks home opener vs. Cleveland Cavaliers on Oct 22, 2025.

The partnership links athletic performance, culture, and Lucid's brand positioning and will roll out across Instagram, X, and YouTube.

NEWARK, Calif., Oct. 20, 2025 /PRNewswire/ -- Lucid Group, Inc. (NASDAQ: LCID), maker of the world's most advanced electric vehicles, today announced a new collaboration with basketball superstars Jalen Brunson and Josh Hart, marking the latest expansion of the company's marketing campaign celebrating those who refuse to settle for the status quo. The campaign will debut with bold out-of-home ads and social-first activations surrounding the New York Knicks home opener against the Cleveland Cavaliers on October 22.

"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," said Akerho "AK" Oghoghomeh, Senior Vice President of Marketing at Lucid. "This dynamic duo is constantly adapting their game and defying expectations both on and off the court. Their drive inspires Lucid and we could not be more excited to be running the court with two of the league's best."

Together, Hart, Brunson, and Lucid illustrate how precise performance, cultural influence, and athletic excellence come together — on the court, on the road, and in the moments that move individuals. By aligning with these athletes, Lucid is tapping into a pivotal cultural moment where innovation intersects with sport, fashion, music, and film. The partnership underscores the brand's mission to compromise nothing and builds on the company's "Driven" campaign, launched in August with award-winning actor and culture icon, Timothée Chalamet.

"To be one of the best, you have to be willing to do whatever it takes," said Brunson. "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."

"To me, success is defined by everything you do before ever stepping on the court," said Hart "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"

Audiences can be on the lookout for exciting content by following Lucid on Instagram, X, and YouTube.

About Lucid Group
Lucid (NASDAQ: LCID) is a Silicon Valley-based technology company focused on creating the most advanced EVs in the world. The award-winning Lucid Air and new Lucid Gravity deliver best-in-class performance, sophisticated design, expansive interior space and unrivaled energy efficiency. Lucid assembles both vehicles in its state-of-the-art, vertically integrated factory in Arizona. Through its industry-leading technology and innovations, Lucid is advancing the state-of-the-art of EV technology for the benefit of all. 

Investor Relations Contact
investor@lucidmotors.com 

Media Contact
media@lucidmotors.com 

Trademarks
This communication contains trademarks, service marks, trade names and copyrights of Lucid Group, Inc. and its subsidiaries and other companies, which are the property of their respective owners.

Forward-Looking Statements
This communication includes "forward-looking statements" within the meaning of the "safe harbor" provisions of the United States Private Securities Litigation Reform Act of 1995. Forward-looking statements may be identified by the use of words such as "estimate," "plan," "project," "forecast," "intend," "will," "shall," "expect," "anticipate," "believe," "seek," "target," "continue," "could," "may," "might," "possible," "potential," "predict" or other similar expressions that predict or indicate future events or trends or that are not statements of historical matters. These forward-looking statements include, but are not limited to, statements regarding plans and expectations with respect to Lucid's collaboration with Messrs. Brunson and Hart, debut campaign, anticipated benefits as well as future collaborations. These statements are based on various assumptions, whether or not identified in this communication, and on the current expectations of Lucid's management. These forward-looking statements are not intended to serve as and must not be relied on by any investor as a guarantee, an assurance, or a definitive statement of fact or probability. Actual events and circumstances are difficult or impossible to predict and may differ from these forward-looking statements. Many actual events and circumstances are beyond the control of Lucid. These forward-looking statements are subject to a number of risks and uncertainties, including those factors discussed under the headings "Cautionary Note Regarding Forward-looking Statements" and "Risk Factors" in Lucid's Annual Report on Form 10-K for the year ended December 31, 2024, subsequent Quarterly Reports on Form 10-Q, Current Reports on Form 8-K, as well as in other documents Lucid has filed or will file with the Securities and Exchange Commission. If any of these risks materialize or Lucid's assumptions prove incorrect, actual results could differ materially from the results implied by these forward-looking statements. There may be additional risks that Lucid currently does not know or that Lucid currently believes are immaterial that could also cause actual results to differ from those contained in the forward-looking statements. In addition, forward-looking statements reflect Lucid's expectations, plans or forecasts of future events and views as of the date of this communication. Lucid anticipates that subsequent events and developments will cause Lucid's assessments to change. However, while Lucid may elect to update these forward-looking statements at some point in the future, Lucid specifically disclaims any obligation to do so. These forward-looking statements should not be relied upon as representing Lucid's assessments as of any date subsequent to the date of this communication. Accordingly, undue reliance should not be placed upon the forward-looking statements.

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SOURCE Lucid Group

FAQ

What is Lucid announcing with Jalen Brunson and Josh Hart on Oct 20, 2025?

Lucid announced a marketing collaboration with NBA players Jalen Brunson and Josh Hart tied to its "Driven" campaign.

When will Lucid's campaign featuring Brunson and Hart debut around the Knicks game?

The campaign debuts with out-of-home ads and social activations around the Knicks home opener on Oct 22, 2025.

Which platforms will Lucid use for the Brunson and Hart activations (LCID)?

Audiences can follow campaign content on Lucid's official channels: Instagram, X, and YouTube.

How does Lucid frame the partnership with Brunson and Hart for shareholders of LCID?

Lucid positions the partnership as a brand and cultural alignment emphasizing performance, precision, and ambition to broaden marketing reach.

Is the Lucid collaboration with Brunson and Hart part of an existing campaign?

Yes. The partnership builds on Lucid's "Driven" campaign, which launched in August and featured Timothée Chalamet.

Will Lucid release additional activations or events tied to the athletes after Oct 22, 2025?

The announcement says audiences should watch Lucid's social channels for additional content and activations following the Oct 22 debut.