Lucid is turning to professional athletes to elevate awareness of its new luxury electric SUV, the Gravity. The company has partnered with New York Knicks stars Jalen Brunson and Josh Hart for a marketing campaign emphasizing precision, performance, and cultural influence.
The campaign, timed with the Knicks’ home opener against the Cleveland Cavaliers on October 22, showcases the athletes alongside the Gravity, positioning the vehicle as a reflection of the drive and dedication required to excel both on the court and on the road.
Brunson noted the alignment between Lucid’s approach and athletic excellence, stating that achieving the highest standards requires a commitment to constant improvement and refusing to settle for mediocrity.
Lucid’s collaboration with Brunson and Hart builds on its recent efforts to associate the brand with high-profile figures. In August, actor Timothée Chalamet became Lucid’s first global brand ambassador in the “Driven” campaign, and the company also participated in NFL star Travis Kelce’s Car Jam event, donating $87 for each test drive to Kelce’s Eighty-Seven & Running Foundation, which supports youth development programs.
See also: Lucid Rolls Out Software Update for Gravity SUV, Adds Towing and Security Features
The Gravity SUV is central to Lucid’s strategy as the automaker scales production and seeks to position itself as a leading player in the luxury EV segment. Recent promotional efforts have included playful social media campaigns targeting competitors, further highlighting Lucid’s approach to blending innovation, lifestyle, and performance in its marketing.