When Jalen Brunson and Josh Hart joined the New York Knicks, they completely transformed the status quo. The team shifted to a new mindset built on grit, precision, and an unrelenting drive for excellence.
As the former college roommates continue to build towards bringing a championship back to NYC, their new partnership with Lucid feels just right.
The California-based car company is driven by a core mission: Compromise Nothing™. The ethos has enabled Lucid to manufacture the most advanced electric vehicles in the world.
“To be one of the best, you have to be willing to do whatever it takes,” said Brunson, when commenting on the collaboration. “It’s a commitment to improving every day and never accepting that you can’t reach the next level. I see that same passion for excellence in Lucid.”
Lucid Gravity and Lucid Air headline the brand’s revolutionary fleet of vehicles, which are powered by the company's advanced EV motors and innovative technology. Designed fully in-house and manufactured in Arizona, Lucid vehicles offer an unmatched combination of performance, range, thoughtful design and interior space.
“To me, success is defined by everything you do before ever stepping onto 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.”
Be on the lookout for Jalen and Josh in Lucid’s out-of-home ads and social activations as the Knicks tip off their season against the Cleveland Cavaliers on October 22. To see the full power of Lucid, follow the brand on Instagram, X, and YouTube.