• by Tanya Gazdik , 10 hours ago

Lucid is partnering 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 debuted with out-of-home ads and social-first activations surrounding the New York Knicks home opener against the Cleveland Cavaliers on Oct. 22.

The players bring a similar commitment to excellence, performance and precision that drives Lucid’s mission, says 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,”  Oghoghomeh says in a release. 

The alignment with the athletes is another example of Lucid tapping into a pivotal cultural moment where innovation intersects with sport, fashion, music and film, according to the company.

The partnership builds on the company’s “Driven” campaign, launched in August with actor Timothée Chalamet.

Content featuring the NBA stars will be featured on Lucid’s Instagram, X and YouTube accounts.