KIA Legends of the Driveway

Kia, in partnership with the NBA, recently launched a new campaign called “Legends of the Driveway.” The idea of the campaign originated when one of the creative directors’ kids was playing basketball in the driveway. This marks the 16th year of Kia’s partnership with the NBA, and to celebrate, the weekend of February 15th featured the 72nd All-Star Game in Salt Lake City. Fans who attended the event got to enjoy an interactive free-throw shooting game inspired by Legends of the Driveway. The game pitted four fans against each other in a pop-a-shot style competition to see who could sink the most shots in 45 seconds. The event also featured appearances by NBA players, on-site vehicle displays and ticket giveaways.

During that same weekend, the NBA also held the Skills Challenge, where selected players competed against each other in tests of dribbling, passing, and shooting skills. As part of the challenge, an all-electric Kia EV6 GT was on court. Notably, in the 2011 Slam Dunk Contest, Blake Griffin famously jumped over a Kia Optima.

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The final day of the All-Star Weekend culminates in the All-Star Game, followed by the presentation of the 2023 Kia NBA All-Star Game Most Valuable Player (MVP) Award which was given to JasonTatum. Kia also partners with the NBA to present a range of end-of-season performance awards as well as monthly awards for the NBA, the WNBA and the NBA G League. The official vehicle of the NBA is the 2023 Kia Telluride X-Pro SUV which is used by the NBA for various purposes.

Legends of the Driveway has expanded its reach with NFT collectibles available on Sweet.io, the Kia Marketplace. Non-fungible tokens (NFTs) represent unique digital or real-world items, such as artwork. The Legends of the Driveway NFT collection, features 2,023 digital collectibles that depict a three-dimensional house, driveway and a basketball hoop which can be be used as a social media banner. Additionally, this NFT collection helps drive fundraising efforts for the non-profit organization MobilizeGreen. Whenever a collectible is re-sold on the secondary market, 90% of the purchase price will benefit MobilizeGreen.

The partnership between Kia and the NBA has been beneficial for both parties and has helped to increase brand awareness for Kia. Kia has proven to be a valuable sponsor and partner to not only the NBA, but also the WNBA and NBA G League, and the partnership it set to continue for future seasons.

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