The Kia Optima was on hand during the NBA All Star Weekend in Los Angeles, along with NBA rookie of the year Blake Griffin. They both took place at the Slam Dunk competition.
The NBA all-star lined up to take slam-dunks over the hood of Kia's redesigned Optima, which you can jump into at Arapahoe Kia- 9400 East Arapahoe in Greenwood, CO. Kia was pleased to supply the Optima, which already has a partnership with the L.A. Clippers. This past season, the team continued to emerge from under L.A.'s other famous NBA team, the Lakers.
"People are coming up to me and saying, 'We loved when you jumped over the car.' To me, basketball is more than a dunk contest," Griffin said in a phone interview.1
Kia's US marketing's chief, Michael Sprague, says Griffin is youthful, hardworking and "represents the future of the NBA." With Griffin being recognized as a rising star, Sprague hopes Kia will be seen in a similar way. The auto maker is already known for it's fuel efficient yet sporty vehicles, and for attracting a youthful audience.2
"Being named rookie of the year has helped build his awareness," Sprague adds. Griffin made the rounds on TV shows, gaining a wider audience and name recognition, even though people "know him as the guy who jumped over the car."3
Source: 1,2,3http://www.usatoday.com/money/autos/2011-06-21-nba-kia_n.htm