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It’s a slam-dunk? Lebron James taking his talents to Kia as brand’s ‘luxury ambassador’

The K900: fit for a Cavalier.

Kia has just signed Cleveland basketball star LeBron James to a multi-year contract as the brand’s ‘luxury ambassador.’ Specifically, James will represent the K900, Kia’s flagship sedan.

As luxury ambassador, James will star in commercials and make exclusive appearances for the car. You can see James, looking part professional fencer and part sea captain, representing the Kia in the Fit For A King advertising campaign previewed above. The accompanying TV spot will debut later this month as a part of the 2014-2015 basketball season.

“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 James.

Sure you were.

“This partnership is about the power of great style and performance,” James continued. “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.”

Further details of the deal were not disclosed.

Related: Smirk all you want at Kia’s $66,000 K900, you’ll still want one after a ride

Easy as it may be to poke fun at the partnership, the K900 really could be a game changer.

Kia was once known for plebeian economy cars with a reputation for poor quality, but because of cars like the K900, Kia’s products are now going head-to-head with companies like Mercedes and Lexus.

And if you’re kind enough to ignore the name badge, you can see why. The K900 looks every bit a high-end luxury vehicle, with the comfortable ride and eager powertrain to go with it.

Kia has clearly been working hard to change its brand image over the last five years, and the K900 needs a big marketing push to be worth the investment. From the car’s February debut through September of this year, Kia has sold 1,106 units, with sales slowly declining since the April peak.