NBA Legend Gary Payton Joins LUCY to Take On Big Tobacco
Las Vegas – October 01, 2026 -- Nicotine brand LUCY has signed NBA Hall of Famer Gary Payton as the face of a new campaign challenging the dominant tobacco players in the convenience store aisle.
LUCY pairs Payton's intensity with CEO David Renteln's calmer pitch
The campaign features Payton, known for his aggressive on-court style and trash talk, alongside LUCY CEO David Renteln in digital and social content aimed at reaching new customers. Payton already appeared under the partnership at Power Slap in Las Vegas on July 10, 2026, and at a Gary Payton charity golf tournament on August 3.
Payton heads to the NACS Show in Las Vegas from October 7 to 9
The rollout continues with retail appearances and meet-and-greets, including a confirmed stop at the NACS Show in Las Vegas. LUCY says key moments from each appearance will be shared across its social platforms.