Overview
- The collaboration debuts around the Knicks’ Oct. 22 home opener with out-of-home ads and coordinated posts across Instagram, X, and YouTube.
- Lucid positions Brunson and Hart to link performance and cultural influence to the Gravity SUV under a theme of refusing the status quo.
- The activation builds on Lucid’s recent celebrity strategy, including Timothée Chalamet’s multi-year “Driven” campaign.
- Recent publicity tactics include a social video that ribbed Tesla as Lucid works to raise Gravity visibility.
- Alongside marketing, Lucid is targeting 18,000–20,000 vehicles in 2025, has begun Gravity deliveries in Canada, and is advancing a robotaxi partnership with Uber and Nuro described as aiming for large-scale deployment.