American Eagle (AEO) has Sydney Sweeney. And now EV upstart Lucid Motors (LCID) has its own superstar.
Lucid Motors announced it has signed a “multi-year partnership” with Oscar-nominated actor and “culture icon” Timothée Chalamet as the company’s first-ever global brand ambassador.
As part of the deal, Chalamet will star in Lucid’s marketing push for the EV maker’s upcoming Gravity SUV. Lucid claims the Chalamet tie-up comes as the star was spotted driving a Lucid Air sedan in 2023.
“We’re excited to welcome Timothée as our first Global Brand Ambassador,” Akerho Oghoghomeh, senior vice president of marketing at Lucid, said in a statement. “Together, we’ll show what’s possible when innovation and cultural relevance come together to move the world forward.”
Chalamet’s stardom has soared in recent years thanks to movies like the “Dune” series, “A Complete Unknown,” and “Wonka.” Increasingly, however, his off-screen exploits have caught mainstream attention, including his outward New York Knicks fandom, head-to-toe Chrome Hearts outfits, and relationship with fellow celeb (and beauty entrepreneur) Kylie Jenner.
Lucid’s connection with Chalamet comes on the heels of Sydney Sweeney’s deal with American Eagle, the teen brand that has been suffering of late. Sweeney’s deal to star in the brand’s fall campaign sent social media abuzz and American Eagle stock soaring last Thursday, with shares jumping 20% in pre-market trading before closing up 4.3%.
While the Sweeney images and accompanying ad copy caused some controversy, the ensuing coverage coming American Eagle’s way is still seen as a positive. American Eagle’s CMO likened the Sweeney partnership to the denim brand’s “Super Bowl.”
Pras Subramanian is the lead auto reporter for Yahoo Finance. You can follow him on X and on Instagram.
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