Kia and LeBron James Say K900 Is “Fit For A King”

Fit For A King Campaign (Kia and Lebron James)

LeBron James becomes Kia’s first-ever “luxury ambassador”

NBA superstar LeBron James will be on television a lot more often in the near future, and not just during regular game broadcasts.

The two-time NBA champion and four-time league MVP has inked a deal with Kia to become the automaker’s first-ever luxury ambassador. His job? To spur sluggish sales of the unfortunately named Kia K900, the Korean marque’s new full-size, V8-powered luxury sedan.

Kia’s first foray into the North American luxury car market has been met with favourable reviews but it’s yet to capture the attention of those voting with their wallets.

“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.

Our prediction: during the next celebrity spokesperson free agency period, LeBron will head over to one of the German brands before returning back to Kia after a four-year stint.

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Mark Stevenson

Mark Stevenson

Mark Stevenson is a former IT professional turned freelance automotive writer and news editor. He's a member of the Automobile Journalists Association of Canada and former member of the Texas Automotive Writers Association (TAWA).