Lucy Goods Partners with NBA Hall of Famer Gary Payton

LUCY enlists Payton's competitive edge as it continues to challenge the category giants

LAS VEGAS, Oct. 1, 2026 /PRNewswire/ -- Lucy Goods, Inc. ("LUCY") today announced a partnership with NBA Hall of Famer Gary Payton, launching a campaign built around one of the most competitive and uncompromising personalities in the history of the game.

LUCY's rise in the category keeps accelerating. The company has landed retail agreements with many of the top convenience chains in the country including Circle K, Kwik Trip, Maverik, Racetrac, Sheetz and Wawa, and current numbers put it on pace to beat its 2026 revenue targets.

Payton, widely regarded as one of the greatest defenders in NBA history, built his career on discipline, intensity, and an unapologetic competitive edge. He is known for locking down opponents and backing it up with relentless energy and signature trash talk. Payton's standard matches the DNA of LUCY since it began building its business back in 2016.

The company will be launching a campaign featuring LUCY CEO David Renteln and Payton, pairing Payton's unfiltered energy against Renteln's measured style across a run of digital and social content aimed at putting LUCY in front of new audiences.

The campaign is already in motion. Payton made his first appearance under the partnership at Power Slap in Vegas on July 10, 2026, and a Gary Payton charity golf tournament on August 3, giving fans an early look before today's formal introduction. From here, the rollout moves to retail appearances and meet-and-greets, with Payton confirmed at the NACS Show in Las Vegas, October 7 through 9. Key moments from each stop will be amplified across LUCY's social platforms.

"We're grateful to have Gary's support, and excited to bring his competitive fire to a fight against the category giants."

— David Renteln, CEO of LUCY

"I don't play nice. Big tobacco's had this on lock too long. I'm coming for them. LUCY's coming for them. Talk all you want, we're taking the win."

— Gary Payton

For more information, visit lucy.co

About LUCY
LUCY makes next-level nicotine products, including Breakers, Pouches, and Gum, designed for adult nicotine users who want an intelligent alternative to traditional tobacco. Learn more at https://lucy.co . Shop the Gary Payton collaboration at lucy.co/GLOVE.

About Gary Payton
Gary "The Glove" Payton spent 17 seasons in the NBA, most as the defensive anchor of the Seattle SuperSonics. A nine-time All-Star and nine-time All-Defensive First Team selection, he was the first point guard named NBA Defensive Player of the Year. He won an NBA championship with the Miami Heat in 2006, two Olympic golds with Team USA, and was inducted into the Naismith Memorial Basketball Hall of Fame in 2013.

Payton now coaches in the BIG3, winning the 2024 league title and Coach of the Year honors, then earning Coach of the Year again in 2026 with the Boston Ball Hogs. He also runs the Gary Payton Foundation, giving underprivileged youth in his hometown of Oakland access to scholarships and wellness programs.

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SOURCE Lucy Goods, Inc.