Kia Hopes LeBron James Will Help it Sell More K900 Sedans

Kia has signed NBA star LeBron James as “K900 Luxury Ambassador,” which means the basketball player will star in commercials and make exclusive appearances to promote the K900 sedan.

As part of the multi-year partnership, LeBron James has received a K900 luxury sedan and an unspecified amount of money, but the basketball player says he was already a big fan of the K900.

“I was a Kia K900 driver and fan before we decided to become partners, so I’m really excited to be Kia’s first-ever luxury ambassador,” said LeBron James.

“This partnership is about the power of great style and performance. Kia and the K900 are out to challenge conventional wisdom and show people how to think differently, and I can relate to that. For me, a partnership has to be authentic and real to who I am, and that’s what makes this one so special,” the NBA star added.

In August, LeBron James posted “Rolling around in my K900. Love this car!” online with photos of the sedan. “Like Kia, LeBron James does not want to be confined by conventions or traditional definitions, and as our K900 Luxury Ambassador his star power will cause people to question everything they think they know about our brand,” said Tim Chaney, vice president of marketing communications, Kia Motors America.

In his new role, James joins Kia’s high-profile ambassadors including fellow NBA All-Star Blake Griffin, tennis superstar Rafael Nadal, and U.S. Women’s Open champion Michelle Wie. James’ first TV spot from the “Fit For A King” campaign will debut later this month when the 2014-2015 basketball season gets underway.

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